European bed maker Emma makes big impact in NZ foray

European mattress company Emma is bullish about its prospects in New Zealand after a successful launch in Australia.  

The mattress label entered New Zealand earlier this year with a target to reach 8-per-cent market share within three years, equivalent to a $13 million share of the $169 million local mattress market.

Emma’s sales increased eight times from Q2 to Q3 this year, according to the company, which says its New Zealand fortunes should benefit from “a ripple effect” across the Tasman as it boosted marketing activity in Australia. 

“The gap is narrower compared to Australia, but we still see a great opportunity for Emma’s consumer-led proposition in New Zealand,” said Benjamin Quiroga-Rivera, co-founder of Emma Australia.

“We’ve managed to hit the ground running in New Zealand, as our early soft-launch sales are the best we’ve seen globally off the back of a strong presence in APAC and continued market growth in Europe.”

Emma mattress sales reached $177 million globally last year and the company expects to reach about $284 million this year, despite the impact of Covid-19. 

“Unlike Australia and other countries globally, the New Zealand market is incredibly sleep savvy offering affordable mattress options. However, there are limited options that provide the same value for money that Emma provides with our state-of-the-art technology, research and development and top quality European manufacturing,” said Quiroga-Rivera.

“With the consumer preference for low cost, high quality options already established, we already can see an appetite for similar products in the local market.”

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