Beter Bed and Emma renew “strategic partnership”

Dutch bed business Beter Bed has confirmed that following the successful cooperation of the past three years, the company and Emma Matratzen GmbH has announced that they will continue their strategic relationship with a renewed three-year agreement.

Beter Bed Holding will exclusively be introducing more regular Emma products and more innovations within the Emma product line, not only at Beter Bed Benelux but also at Beddenreus in the Netherlands and Sängjätten in Sweden. In these countries, Beter Bed Holding will exclusively represent Emma within its formulas.

This strategic collaboration with Emma, originally an online mattress provider, offers Beter Bed the differentiating power in its stores, exclusively offering Emma’s regular and most innovative products.

Commenting on the renewal, Beter Bed said: “Specially developed shop-in-shops are currently being rolled out in Beter Bed stores. Through these shops, both partners facilitate customers even more in improving their sleep, as they can feel the Emma experience in a physical environment close by.

“This partnership is another step in Beter Bed’s strategy as it further substantiates its omni-channel market approach in which customers can easily make a choice for a suitable and high-quality sleep solution.”