Brand profile · Germany
emma Revenue, search volume and competitors 2026
AcquiredFrankfurt-based mattress DTC brand, at times approaching nearly a billion in revenue, recorded its first ever decline in company history in 2024.
Fact sheet
- Founded
- 2013
- Founders
- Manuel Müller, Dennis Schmoltzi
- Headquarters
- Frankfurt am Main
- Company
- Emma Matratzen GmbH
- Employees
- ca. 920 (Juni 2024)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- Haniel (50,1 Prozent seit 2020)
- Funding rounds
- 2015: Venture Capital, Startkapital zuvor von Familie und Bekannten, rund 5 million € Wagniskapital insgesamt
Background and milestones
Manuel Müller had sold medical mattresses to hospitals and care homes for many years. The founders wanted to simplify the confusing mattress purchase and offer a single mattress online with a 100 night trial. The idea emerged at the end of 2012.
- 2013
Business launch with Google AdWords marketing.
- 2017
Break-even, the company becomes profitable.
- 2019
Revenue of about EUR 150 million in 21 countries (up 80 percent year on year).
- 2020
Haniel acquires 50.1 percent of the shares.
- 2023
Revenue of EUR 961.9 million, sixth consecutive profitable year.
- 2024
Job cuts from 1,120 to 920 employees with planned zero growth.
SWOT analysis of emma
Editorial assessment based on the sources listed and the radar data.
Strengths
- Six consecutive profitable years up to 2023 with revenue of EUR 961.9 million.
- With Haniel as majority shareholder, a family-owned group stands behind the brand as capital provider.
- Very high brand search of about 74,000 per month in Germany.
Weaknesses
- The 2024 cut of 200 jobs shows difficulties with new system rollouts and growth pace.
- Online mattresses depend on marketing spend, which makes the business sensitive to the economic cycle.
Opportunities
- Expanding the retail partner business alongside the online shop.
- International presence in more than 20 countries offers growth outside Germany.
Threats
- Weak economy in the home and furniture sector, cited by the company in 2024.
- High competition among online mattress brands in a price-sensitive niche.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
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Sources
Frequently asked questions about emma
How much revenue does emma make?
emma generated around 845 million € (−12 %) in revenue in 2024 (documented in annual reports or registers). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded emma?
emma was founded in 2013 by Manuel Müller and Dennis Schmoltzi. The company is based in Frankfurt am Main.
Was emma on Die Höhle der Löwen?
No, emma did not appear on the German TV show Die Höhle der Löwen.
Is emma backed by venture capital?
Yes, emma is backed by venture capital. Investors include Haniel (50,1 Prozent seit 2020). Known funding rounds: 2015: Venture Capital, Startkapital zuvor von Familie und Bekannten, rund 5 million € Wagniskapital insgesamt.
How much does emma spend on marketing?
emma does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less emma has to pay for each visit.
How much revenue does emma make through Google?
The model estimate combines brand searches and organic traffic of emma with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know emma) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of emma be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of emma after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for emma.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.