Mattress brand Emma Sleep has announced the opening of its first European store in the Netherlands.

The new 1,000sft store is located in Westfield Mall of the Netherlands — the largest shopping mall in the country — and heralds a new era of expansion for the company, with the brand aiming to “revolutionise the retail space with its own dedicated stores”. 

A highlight of the opening ceremony was the visit of Emma’s first-ever Dutch customer, who was invited to officially open the store. While sitting on an Emma bed, Holland’s favourite podcast duo Geraldine Kemper and Gwen van Poorten also recorded a special episode in-store as part of the opening day festivities.

“After the great results of our Emma Concept Stores in China, we decided to bring this innovative concept to Europe,” said Dr Dennis Schmoltzi, Co-founder and CEO of Emma – The Sleep Company. “It is another step to strengthen Emma as the world’s largest sleep brand, both online and offline. We are very much looking forward to making the most of this experience and expanding to other European markets.”