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Why the world’s biggest DTC mattress brand is betting on Australian retail

Country commercial director Lindsay King. Image: Emma
German mattress giant Emma is ramping up its presence in the Australian market, with the recent appointment of a new commercial director, transition to local manufacturing and upcoming launch into bricks-and-mortar retail.  The brand is expected to announce its first local retail partners in the coming months. However, Inside Retail understands they include specialty homewares chain Linen House, which partnered with Emma on a launch event in Melbourne last week.  Other partners are exp