Emma –The Sleep Company rises and shines with modern e-commerce solutions – Intelligent CIO ME
Summary
Emma – The Sleep Company, a leading direct-to-customer sleep brand, has selected commercetools and Fluent Commerce to provide a new e-commerce platform for its rapidly growing business.
The retailer, which sold 1.5 million mattresses in 2020 in more than 30 countries, is famous for its foam Emma Mattress – which is commonly ordered online and delivered to consumers in a box. This business is rapidly growing with an annual revenue of €405M in 2020 which is a 170% increase …….
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Emma – The Sleep Company, a leading direct-to-customer sleep brand, has selected commercetools and Fluent Commerce to provide a new e-commerce platform for its rapidly growing business.
The retailer, which sold 1.5 million mattresses in 2020 in more than 30 countries, is famous for its foam Emma Mattress – which is commonly ordered online and delivered to consumers in a box. This business is rapidly growing with an annual revenue of €405M in 2020 which is a 170% increase on the previous year.
Committed to providing the best shopping experience for customers, Emma decided to replace its e-commerce platform to better support business growth plans. The company selected commercetools, a MACH Alliance member, whose platform is built on modern MACH principles – Microservices, API-first, cloud-native and headless) and supports Emma’s technology strategy, as its online store backbone.
Alongside commercetools, Emma chose a distributed Order Management System (OMS) from Fluent Commerce (also a MACH Alliance member) to streamline online and offline order management, providing a single view of global inventory and the ability to fulfil and return customer orders in the future more efficiently.
AyataCommerce, a technology services company, helped Emma with the rollout of the new distributed OMS. Fluent Order Management will be rolled out to more than 30 countries, including the USA, UK, China and India. The rollout kickstarted in Colombia in August 2021, just few months after the partnership was formed, and will incrementally cover all current and future markets. Emma aims to complete the rollout in 2022.
Andreas Westendörpf, CTO at Emma – The Sleep Company, said: “The commercetools platform is one of the cornerstones of Emma’s new composable e-commerce architecture. In this partnership, we share a high degree of strategic principles and practices of software engineering with the goal to provide agility to our rapidly growing business.
“commercetools is the first e-commerce platform to be designed for headless and cloud-native from inception, with excellent developer tooling and thus our choice for the e-commerce backbone. We are happy to have found the perfect partners for Emma’s e-commerce platform of the future.
“Emma is on a steep growth trajectory with the aim of doubling in revenue every 12 to 24 months. Ensuring we build the best technology platform that enables our business to scale and stay agile is key to our success.
“With Fluent Commerce we found a partner that shares a high degree of strategic principles and practices of software engineering with the goal to not only meet customer demand but exceed their expectations.”
Intelligent SME.tech spoke to Westendörpf to find out more about the project.
Andreas Westendörpf, CTO at Emma – The Sleep Company. Photo: Mortiz Reich
What challenges were you experiencing with your existing e-commerce platform?
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