Emma – The Sleep Company welcomes UK sales director

Emma – The Sleep Company has appointed Neil Robinson as its sales director for UK & Ireland.

Starting on 2 January, Mr Robinson will focus on expanding and strengthening Emma’s retail store presence.

Before joining Emma, Mr Robinson worked for over 14 years as sales and marketing director for Sealy UK, where he oversaw many of Sealy’s key product initiatives, including the launches of Sealy Hybrid and Activsleep. As a consultant, Mr Robinson recently managed the successful UK market launch of Ergomotion, one of the largest adjustable bed base manufacturers in the world. Prior to that, he held senior management positions in major UK FMCG business including St Ivel and United Biscuits. He has worked extensively in both retail and eCommerce.

Mr Robinson said: “By leveraging the remarkable brand awareness in retail stores, Emma will be able to reach those 50 per cent of consumers who still prefer choosing their bed in-store rather than shopping online. Also, an in-store presence helps to develop Emma’s innovative and distinctive brand profile for consumers who are not regular eCommerce users.”