Emma Sleep GmbH, founded in 2013 as a direct-to-consumer, boxed-bed brand, has hired Scott Smalling as chief commercial and innovations director. He is tasked with extending the brand’s new wholesale strategy in the United States. According to the Frankfurt, Germany-based, the Emma brand now is floored at more than 3,000 storefronts in Europe.
Smalling has three decades in the mattress industry. Most recently, he was executive vice president of global sales and marketing for Seoul-based iObed. In 2016, he founded assistance organization Relief Bed International. He also was with the former Simmons Bedding Co. (now part of Serta Simmons Bedding LLC) as president of specialty sleep after Simmons acquired Comfor Products Inc., where Smalling was chief executive officer. At Comfor Products, he created a line of foam bedding products that evolved into Simmons’ ComforPedic brand.
“E-commerce is growing continuously and the pandemic has further accelerated the shift to online shopping,” said Dennis Schmoltzi, Emma co-founder and CEO. “Nevertheless, opening the brick-and-mortar shops after lockdown has led to strong customer traffic. Some customers will always appreciate the option of testing products in-store and getting personal advice. The on-site experience of retail will never be fully replaced in the mattress industry. Investing in omnichannel approaches is the next big move for us, while growing internationally.”
According to a news release from the company, 1.5 million Emma mattresses were sold in 2020 yielding earnings in excess of $478 million.