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Upholstery market leader DFS has become the latest big-name retailer to sell the Emma mattress brand after it struck a distribution agreement with the direct-to-consumer business.

 

The listed retailer is offering the rolled, folded and boxed brand's Hybrid mattress across its 95 stores and through its website.


From a standing start in 2017, Emma is generating annual revenue here of about £15 million, and claims to be profitable.


Trading since 2013, Emma is owned by the German Bettzeit group, the local Dunlopillo licence-holder also known for its Dormando ecommerce business.


Emma's DFS agreement follows an earlier distribution deal with Beter Bed, the pan-European bedding chain operating fascia including Beddenreus and Matratzen Concord.