Challenge.

Emma Sleep operates as a global, digital-first sleep brand, selling mattresses, pillows, and accessories across more than 30 markets worldwide. What is changing now is the role of retail. With an ambitious plan to scale from 24 stores to 50+ in 2026, and 180+ beyond, physical retail is becoming a core growth channel rather than a supporting one.

The complexity lies in how that growth is structured: a mix of owned stores, B2B, and a strong push into franchise. Each model comes with different operational requirements, but the expectation is one consistent customer experience and one scalable operating model behind it.

That is where EVA becomes foundational.

Franchise-led expansion as the operating model

For Emma, franchise is not an experiment. It is the chosen model to scale retail globally while maintaining brand control and avoiding the operational burden of fully owned stores.

This creates a unique challenge: enabling independent operators to run stores efficiently, while keeping consistency across customer experience, pricing, product, and operations.

EVA provides that shared backbone. It allows Emma to standardise store operations, transactions, and inventory flows across franchise locations, without limiting flexibility for local execution.

Connecting today’s retail to tomorrow’s omnichannel

While the initial focus was on store operations, the roadmap extends further. Fulfillment integrations, advanced inventory visibility, and omnichannel capabilities are already part of the next phases.

This means the foundation built today is not isolated. It is designed to support future flows across channels, markets, and business models.

The result

Emma Sleep is building a global retail operation on top of a digital-first business, using franchise as the lever for rapid expansion. With EVA as the operational backbone, stores can be rolled out consistently, managed centrally, and scaled across markets without losing control.

It is a strong example of what EVA enables: turning rapid retail expansion into a structured, repeatable, and scalable operating model.