Emma Mattress, a bed-in-a-box brand, will now be available for customers to see and try out at selected DFS stores across the UK. The Emma Hybrid mattress is already available online via the DFS website and now customers will be able to try out the product before purchase, with in-store displays set to be rolled out by the UK’s leading furniture retailer over the next six months.
Launched in the UK in 2017, Emma Mattress’ collaboration with DFS will leverage its online presence and drive customers into store. The partnership also supports DFS’ own range of bedframes and bedroom furniture, which encompasses over 70 different products, allowing customers to complete their entire bedroom furniture purchase in one location. Customers can place Emma Hybrid mattress orders with DFS in-store or online, with delivery then fulfilled by Emma Mattress.
John Rastall, head of beds and dining at DFS, said: “This is the first time we have collaborated with a pureplay online retailer, so it was important for us to choose the right partner. We chose to work with Emma based on the strength of its brand and the quality of its product. We are proud to be able to offer customers the chance to try out the innovative Emma Hybrid mattress in DFS stores, alongside our own range of high-quality bedframes and bedroom furniture.”
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