Case Study: EMMA — The Sleep Company achieves scalable global D2C growth with commercetools

How the innovative D2C sleep brand Emma is building an eCommerce solution to fit their rapid business growth

Emma - The Sleep Company is a fast-growing D2C mattress brand selling millions of beds across 30+ markets. Facing rapid expansion (≈170% growth in 2020) and an architecture that could no longer scale, Emma designed a new Commerce Operating System (EmmaCOS) and selected commercetools as the foundation — using commercetools’ headless, API-first, cloud-native commerce platform to meet their scalability and flexibility needs.

commercetools helped Emma implement a composable commerce ecosystem that integrates best-of-breed order, content and warehouse systems via APIs, with PIM, promotions, identity management and CDN delivery. The commercetools backend was live for the first market in just four months (Emma Colchón Colombia, Aug 2021), followed by Chile and Mexico, enabling faster workflows, parallel development, improved site performance and the ability to scale across 30+ markets.

EMMA

Andreas Westendörpf

Chief Technology Officer