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."

German Sleep Tech Brand Emma Plans 50 Stores in India, eyes ₹700 cr by FY27. * Home * News * Retail * German Sleep Tech Brand Emma Plans 50 Stores... In just two years of operations, Emma has generated more than ₹200 crore in revenue from India, making the country one of its top seven markets globally. Germany-born sleep technology brand Emma entered the Indian market with the vision of introducing scientifically engineered sleep products to a consumer base that is increasingly recognising the importance of quality sleep. Founded in Frankfurt in 2015, Emma has grown into a global sleep solutions retailer. Over the years, the company has positioned itself among the world's leading sleep brands and established a presence across 33 countries. India became part of Emma's global expansion journey in 2023, when the company entered the market through its direct-to-consumer website. In just two years of operations, Emma has generated more than ₹200 crore in revenue from India, making the country one of its top seven markets globally. The company now plans to deepen its presence and aims to position India among its top three markets in the coming years. Emma follows a digital-first omnichannel strategy in India, enabling customers to discover the brand online and later experience its products at dedicated retail outlets. The company initially focused on its D2C website before expanding to marketplaces such as Amazon and Flipkart. More recently, it has entered offline retail through experience stores where customers can test products before making a purchase. "Offline retail is still at an early stage for us in India. We currently have nine operational stores and are looking to expand that network to about 20 stores by 2026," highlights Mukul Aggarwal, Lead - Retail & Marketplaces, Emma Sleep India. The company's stores follow an experience centre format, reflecting the tactile nature of mattress purchases. "Mattresses are still a category where customers prefer to experience the product before buying. Our stores allow them to test different options and understand what suits them best," he added. Emma prefers opening stores on high streets rather than inside malls. This strategy allows the brand to maintain greater control over the customer experience, from accessibility to in-store interaction. "At the moment, offline retail accounts for roughly 12% of Emma's business in India, but with our expansion plans underway, we expect it to grow to nearly 25%," Aggarwal noted. Emma currently offers a focused product portfolio in India that includes mattresses, pillows and mattress protectors. While the brand has a much broader global range, its India offering has been carefully curated based on local consumer research.

Emma Sleep, Yaap join forces. Emma Sleep, Europe's leading mattress brand, has joined forces with digital marketing agency Yaap to accelerate its growth trajectory in the Indian market. "The Indian market presents incredible opportunities in the premium sleep segment, and we're seeing tremendous consumer interest in products that prioritise both comfort and wellness," said Karthik Mohan, India Head for Emma Sleep. "Our partnership with YAAP allows us to speak directly to our audience through channels they trust, creating meaningful conversations around sleep health rather than just selling mattresses." "What excites us most about working with Emma is their commitment to building a brand, not just pushing products," added Manan Kapur, Senior Partner at Yaap. "They understand that in today's market, consumers want brands that educate, engage, and genuinely care about their wellbeing. Our integrated approach helps Emma do exactly that across every digital platform."