Emma is one of the newest online mattress brands, but since launching in 2015, her success has grown at an impressive speed.
So, why has Emma been so successful? What does this mattress-in-a-box have to offer? And how does she stack up against other popular hybrid options?
The success story of the Emma brand
Emma began in Germany as a one-size-fits-all hybrid mattress back in 2015 and was immediately popular with the public. Roll-up mattresses were still fairly new at this time and just beginning to gain momentum.
Just a year after launch, Emma began to expand into other countries including the UK.
By 2018, Emma becomes recognised as a reliable mattress company, winning Which? Best Buy 2018 and Tech5’s #1 Fastest-Growing Start-up in Europe.
The pandemic hasn’t slowed the Emma brand and she continues to be successful.
The Emma Original is now the UK’s most awarded mattress and is 2021’s sponsor of World Sleep Day.
Design and Qualities
Emma keeps things simple and has a choice of 3 different types of mattresses: Emma Original, Emma Hybrid, and Emma Original Hybrid.
Both the Emma Original and Emma Hybrid can be bought as a single, small double, double, king, and super king, whilst the Emma Original Hybrid only comes in “adult sizes” of a double, king, and super king.
- Emma Original – The most awarded of the Emma range, the Emma Original is an all-foam mattress that consists of an underlayer of HRX foam for spinal and back support, visco-elastic memory foam, Airgocell® foam designed for a cool sleep, and a temperature-regulating top cover.
- Emma Hybrid – layered with ZeroGravity viscoelastic memory foam and HRX Supreme foam designed to contour and support you across your entire body. Unlike the Emma Original, the Hybrid has another layer of steel micro-coils for pressure relief and increasing the lifespan of the mattress. Topped with Airgocell® foam for perfect airflow and a machine-washable cooling cover.
- Emma Original Hybrid – The most advanced of the Emma range, this mattress is made up of an underlayer of supportive pocket springs, a layer of breathable Airgocell® foam as well as viscoelastic foam for pressure relief, and a removable washable top cover to help maintain the mattress and keep it clean.
All of the Emma products come with a 200-night trial, so if you don’t like the feel of your new Emma mattress, you’re not stuck with it.
The trial starts from the day you receive your order and if, within 200-nights of owning the mattress, you decide it’s not for you, it’s easy to return through the returns portal on the Emma website.
Once your mattress has been collected, you will be given a full refund.
All 3 of the Emma mattresses come in a convenient box, making them ideal for narrow homes and loft rooms.
When you receive your Emma, unpack it carefully and leave it to expand for at least 4 hours before making the bed.
After that, she’s ready to be tried and tested for a well-earned sleep!
As well as the 200-night sleep trial, Emma also has a 10-year warranty on all of the mattresses.
This means your Emma mattress should last you a minimum of 10-years, and if it is found to have a fault within that time, then it will be replaced with a brand new one.
Manufacturing defects include anything from lumps and bumps to cracks and dents.
Make sure you rotate the mattress regularly (we recommend every week for the first 3 months and then every couple of months or so after then) to ensure it stays in perfect condition.
We think £649.99 is great value for money for a mattress that will last 10 years.
For the Emma Original, you will be paying just £64.99 per year to own the UK’s most awarded mattress!
What makes Emma different?
But aren’t there lots of mattresses like Emma on the market? What about Simba, Eve, or Otty?
It’s true—there are a lot of similar brands out there that also offer long sleep trials, 10-year guarantees and that come conveniently vacuum-sealed.
Sometimes it can be hard to compare one against the other.
Unlike some of the other hybrid options, Emma has a keen focus on circulation and temperature-regulating technology. The Airgocell foam is designed to help the mattress breathe which will prevent you from overheating during the night.
Emma’s trademarked Airgocell foam is an alternative to pocket springs and is designed to relieve pressure and prevent you from feeling any movement throughout the night.
The Emma brand also has its own Airflow bed base which has been specifically designed to help air circulate through the bottom of the base for maximum breathability.
We love this feature as some companies avoid addressing the issue of heat with memory foam, which can ruin the experience of owning a memory foam mattress.
Another thing we love about the Emma brand is that the 200-night sleep trial includes all of their products. This means you don’t get to just trial the mattress for 200 nights but the pillows and mattress protectors too!
This sets them apart from Simba whose sleep trial only includes their mattresses and Eve and Otty who offer just a 14-night trial on their pillows.
The fact that Emma includes a 200-night trial on all their products, shows the confidence this company has in their brand.
Who is Emma for?
As Emma mattresses come medium-firm, they are ideal for side sleepers and lighter people who sleep on their back or front.
Emma mattresses have been designed with heat retention and breathability in mind, so if you are looking for a memory foam mattress that has good circulation, then this may be the one for you.
We recommend using a slatted frame or Emma’s Airflow base to ensure the mattress circulates to its full potential for a breathable sleep.
However, if you are a naturally hot sleeper and prone to sweating during the night, then it’s probably best to steer clear of all memory foam and opt for cooler alternatives such as latex or gel.
Emma is also a great choice for key workers and is currently offering 40% off all of their products to healthcare workers, teachers, and carers as a sign of support during the Coronavirus pandemic. If you are a key worker and are considering investing in a new mattress, then now is a great time to buy.
As all Emma mattresses come delivered in a box measuring 45x45x110cm it is also a fantastic option for those with small entryways and stairwells, loft spaces, or perhaps if you are moving home and want to buy a mattress that can be kept aside and transported in the car for easy moving.
Emma has 0% interest free credit available on their products so if you would like to pay off the mattress over time rather than in one lump sum, then you can pay via DivideBuy over 3-12 months or Klarna over 3 interest-free instalments.
Who would Emma not be for?
If you are looking for a more natural sleep solution and want to avoid memory foam, then Emma won’t be able to accommodate you as all their mattresses are made with memory foam.
For those that like to try before they buy, keep in mind that Emma is a mainly online retailer although some select John Lewis stores do now stock the Emma Original and Emma Hybrid, you may have trouble finding a store where you can try an Emma mattress.
However, remember you get a 200-night trial with every Emma product, so if you do make an online purchase and think you might have made a mistake, you can use the returns portal for a fuss-free refund.
Emma is great for side sleepers but if you are on the heavier side and sleep on your back or front then you may not feel as supported on an Emma mattress.
Instead, consider a firm pocket sprung mattress or latex mattress.
Whilst Emma does offer a 10-year guarantee, Emma is not a high-end mattress and there are definitely more luxurious options on the market for those looking for a top-tier product.
Emma’s main customer is young couples and adults who are looking for a mid-range product, which may not have all the bells and whistles, but will still give you a really good comfortable sleep.
If you are looking for a high-end memory foam mattress then you will want to avoid vacuum-sealed mattresses in general and instead look towards other brands like Tempur.
The Emma brand has a lot of great qualities, and although they may not yet have stood the test of time, Emma is proving every year and with each newly acquired award that they are doing something right.
However, only you can decide if a mattress is right for you and everybody has individual needs when it comes to their sleep.
If you’d like to find out more about similar products to Emma, then check out our other review on Simba.