Emma Sleep Interview With CEO Dennis Schmoltzi (2024)

To begin, we discussed the evolution of Emma Sleep into the beloved mattress company it is today.

What accomplishments are you most proud of?

"I'm incredibly proud of how much Emma has developed over the years - our fantastic growth is a testament to each and every person who has worked hard to get us to where we are today.

We started small in Frankfurt, Germany, and now have over 1,100 colleagues across the globe, with offices not only in Frankfurt but also in Lisbon, Manila, Mexico City, and Bucharest.

We have transformed people's sleep in more than 30 countries worldwide."

What were your biggest mistakes in building Emma Sleep, and what has been the most challenging?

"There have been challenges over the years, of course, and decisions have been made that may not have worked out how we had hoped.

However, we see these as opportunities to learn.

For instance, we recently introduced several operational changes to elevate the customer experience, including new systems, products, and platforms.

However, we faced technical challenges that were simply unforeseen, causing a knock-on effect that impacted some of our customers.

When these things happen, we work hard to find solutions to ensure it never happens again, and we take learnings for the future to ensure we’re constantly improving what we do.

In this case, we perhaps tried to make too many changes at once, and, instead, it might have been more effective to implement improvements one by one."

How do you develop new products and ensure their quality, safety, and durability?

"Our product development revolves around customer feedback, shaping new ideas, and refining existing products.

We ensure quality, safety, and durability through comprehensive testing of materials and product performance.

Continuous customer engagement post-launch also allows us to improve constantly.

Our specialised teams conduct rigorous testing in our in-house sleep lab before these are independently tested by external partners, ensuring our products meet both global and Emma's stringent quality standards."

How do you balance localisation and keeping Emma's core brand identity when introducing region-specific products?

"Our approach strikes a balance between a unified global strategy and adapting to local markets.

We have a dedicated global brand team steering the overall strategy, complemented by regional experts who understand the nuances of each market.

We aim to align with local preferences when introducing region-specific products while ensuring our core brand identity remains intact - we strive to cater to regional habits and expectations while staying true to Emma's brand essence."

Hundreds of mattress brands are available, but we wanted to discover what sets Emma apart from the herd.

What is your vision for the brand, and how does Emma set itself apart from its competitors?

"At Emma Sleep, our vision is based on awakening the best in people through quality sleep.

We invest in continuous innovation and technological advancement, underpinning our distinctive edge in the market.

Our commitment to innovation serves as the bedrock, enabling us to continuously meet and exceed customer expectations while ensuring accessibility to premium yet affordable products.

Moreover, our in-house team of sleep experts plays a pivotal role in pioneering a reimagining of the sleep landscape through their robust knowledge and extensive research.

This collective effort sets Emma apart, allowing us to redefine the sleep experience with a unique blend of expertise and innovation."

What are the key trends and challenges you currently see in the sleep market, and how is Emma adapting to these?

"In the current landscape, technology profoundly influences how we approach various aspects of our lives, including sleep.

In response, Emma Sleep launched the Emma Up app, which empowers individuals to actively monitor their sleep patterns.

This technological innovation aims to offer users deep insights into their sleep habits, ultimately contributing to improved sleep quality.

Our primary focus lies in leveraging technology to help individuals comprehend and optimise their sleep, prioritising their overall well-being."

We were curious about Emma's role in the growing trend of mattress companies prioritising sustainability and overall sleep health.

Which risks to Emma Sleep do you worry about the most?

"Sustainability stands as an increasingly significant focus on a global scale, and, at Emma Sleep, we're dedicated to this cause.

Identifying and addressing risks related to sustainability and environmental impact remains a key priority for us.

We're continually refining our portfolio to make it more sustainable and aligned with global sustainability goals.

Our commitment to sustainability is steadfast, and we're continuously enhancing our efforts to further this crucial initiative.

For this reason, our goal is to be net zero by 2030."

How does Emma contribute to raising awareness about the importance of quality sleep for everyone's health?

"At Emma, our dedication to promoting and educating on the importance of quality sleep is evident through various channels, such as our Sunrise by Emma blog curated by our team of sleep experts, along with press, events, activations, our social media, and via the Emma Up app."

Does Emma pursue any philanthropic or community efforts?

"We actively engage in philanthropy by donating mattresses that might not be suitable for refurbishment, aligning with our sustainability goals and supporting local communities.

While we've contributed to local charities, we're exploring long-term partnerships to expand our impact on a global level and are eagerly anticipating new possibilities in the upcoming year for our philanthropic endeavours."

We’d like to extend a big thank you to Dennis for taking the time to answer our questions.

We’re excited to see how Emma Sleep develops over the next few years.

You can find out more about Emma mattresses in our reviews below.

Alternatively, learn more about Dennis by following his LinkedIn profile ^[2].

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