Court endorses CMA action as Emma Sleep agrees to change sales practices. The Competition and Markets Authority (CMA) has secured a settlement with Emma Sleep after the company admitted it broke consumer law by using misleading countdown timers, and false 'high demand' messages and 'discount' claims. On 22nd May 2026, the High Court order confirmed that the German-owned bedding business had behaved illegally. Conducted under the CMA's previous consumer powers, this part of the case against Emma Sleep has now been settled - with the company giving binding undertakings to stop these practices and make sure any future claims on its website are clear, accurate and do not create a false impression that people need to act quickly. It also stops Emma Sleep using 'limited time' sales or discounts where substantially similar deals continue after the deadline passes. Emma Sleep must also put robust compliance measures in place across its entire business, including monitoring compliance with the undertakings, reporting to the CMA, and taking swift action to address any potential breaches. The settlement means Emma Sleep has agreed to these legally binding changes to its practices, which are now enforceable by the court. Any failure to comply could result in contempt of court proceedings, potentially leading to significant penalties. Hayley Fletcher, senior director of consumer protection at the CMA, says: "Businesses should be clear on what the law says - using fake countdown clocks or misleading 'discounts' to push people into spending is illegal. "We've taken action to put a stop to Emma Sleep using these tactics - and with our strengthened powers, any company that seeks to take advantage of consumers could now face hefty fines and be ordered to repay their customers. "Our message to businesses is simple - get your house in order or deal with the consequences." The CMA launched an investigation into Emma Sleep in 2022 over concerns that its use of discounts, countdown clocks and other urgency claims could mislead shoppers and pressure them into making rushed purchases. Court action followed in 2024 after the company failed to take the necessary action to address the CMA's concerns. This case was conducted before the CMA's new consumer regime came into force. Since April 2025, the CMA can decide independently whether the law has been broken, without having to go through the courts. Where it finds the law has been broken, it now has the power to fine companies up to 10% of their global turnover, and secure refunds for affected consumers - allowing it to go further than was possible in the case against Emma Sleep. Since April 2025, the CMA has launched investigations into 14 businesses, concluding its investigation into the AA with £4.2m in fines and £760,000 in consumer refunds. The remaining aspect of the CMA's case against Emma Sleep - focused on reference pricing, more commonly known as 'was/now' pricing - will be determined at a trial due to start early next month.

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Emma Sleep to transform their global supply chain with RELEX. Mar 24, 2026 - 2 min World's largest D2C sleep brand selects AI-driven platform to optimize forecasting, replenishment, and purchasing Emma Sleep, the world's largest direct-to-consumer sleep brand, has selected RELEX Solutions to transform its supply chain operations. Emma Sleep will implement forecasting, replenishment, and RELEX Diagnostics across their wholesale, retail, and online channels. RELEX partner Wysupp will support the implementation, bringing deep expertise in retail supply chains. Emma Sleep has built its reputation on developing innovative sleep comfort products recommended by leading consumer associations. They operate more than 25 retail stores across Europe and manage 10 distribution centers with approximately 5,000 SKUs, which serves customers through multiple channels. As Emma Sleep continues their global expansion, they needed more advanced supply chain capabilities to maintain product availability and optimize inventory levels. "RELEX demonstrated the right combination of supply chain planning capabilities, team expertise, and commitment to our success," said Ivo Bastos, Senior Director, EU Operations at Emma Sleep. "Their platform will help achieve new efficiency standards as, ensuring that we maintain the high availability and service levels that our customers expect, no matter where they shop." With the RELEX AI-driven platform, Emma Sleep will optimize demand forecasting, replenishment, and supplier collaboration across its D2C, wholesale, and retail channels. This connected approach allows Emma Sleep to anticipate demand patterns across channels, strengthen supplier relationships, optimize stock levels, and proactively address potential stockouts before they impact customers. By leveraging RELEX Diagnostics, Emma Sleep expects to automate time-consuming analyses, enabling their team to focus on strategic activities that drive value. "We are excited to partner with Emma Sleep as they optimize their supply chain operations," said Rui Saraiva, Vice President, EMEA South and MENA at RELEX Solutions. "Our platform goes beyond standard forecasting and replenishment by improving the entire purchasing process. With RELEX Diagnostics, we expect to automate analysis that previously consumed significant time, allowing the Emma Sleep team to focus on activities that drive real value. This collaboration marks an important first step in their broader transformation journey."