MNC is pleased to announce that Emma Mattress has been acquired by Haniel Group. Its two founders, Manuel Müller und Dr. Dennis Schmoltzi, will each retain a 24.95 percent stake in the company and remain as co-CEOs.
Dr. Schmoltzi emphasized the growth opportunity that comes with the acquisition: “This includes the expansion of international business as well as the development of new business areas around the topic of sleeping. In partnership with Haniel, we are able to become the leading sleep tech player worldwide at a much faster pace.”
Founded in 2015, Emma Mattress is one of the fastest growing providers of mattress and sleeping systems, shipping to 21 countries. They recently announced a second financial year of profitability in 2019 with a record €150 million (£125 million) in sales, up 86% year-on-year.
In 2017, MNC launched the direct-to-consumer brand in the UK market which had already seen the launch of competitors Eve and Simba. Despite not having first-mover advantage, MNC’s highly effective marketing strategy has firmly established Emma Mattress as the UK’s leading bed-in-a-box brand.
The acquisition of Emma Mattress is part of MNC’s deep track record of successfully scaling challenger brands that have gone on to be acquired. Emma Mattress joins the likes of Moonpig, Trivago, Wowcher, WatchShop and Hungryhouse as MNC clients that have been acquired following marketing-fuelled growth.