Boxed mattress brand Emma – The Sleep Company has appointed Neil Robinson as its new Sales Director UK & Ireland.
The well known industry figure will primarily focus on expanding and strengthening Emma’s retail store presence. His official starting date is 2 January 2021.
Before joining Emma, Robinson worked for over 14 years as Sales & Marketing Director for Sealy UK, and was a key member of the team that drove the business to over £45m turnover. He oversaw many of Sealy’s key product initiatives, including the launches of Sealy Hybrid and Activsleep.
As a consultant, Robinson recently managed the successful UK market launch of Ergomotion, the largest adjustable bed base manufacturer in the world. Prior to that he held senior management positions in major UK FMCG business including St Ivel and United Biscuits. He has worked extensively in both retail and e-commerce.
“By leveraging the remarkable brand awareness in retail stores, Emma will be able to reach those 50% of consumers who still prefer choosing their bed in store rather than shopping online. Also, an in-store presence helps to develop Emma’s innovative and distinctive brand profile for consumers who are not regular e-commerce users. As such, I believe retail and e-commerce will complement each other perfectly,” emphasized Robinson.
In this respect he is a great fit for Emma: From the outset, Europe’s fast-growing direct-to-consumer brand in the field of mattresses and sleeping systems has relied on cooperating with the established retail sector in addition to digital sales channels.
This omni-channel approach has become one of the keys to Emma’s success. In his role as Sales Director UK & Ireland, Robinson has thus set himself no lesser goal than to replicate the huge success, that Emma has had in the UK’s and Ireland’s D2C business, in the retail sector.
“The UK and Irish retail structure is complex and diverse. It ranges from big bricks and mortar nationals to small, local, independent businesses. My objective is to add a degree of clarity and experience to the Emma retail initiative that will complement the world class work already undertaken and take us to clear brand leadership in the UK and Ireland in 2021,” stated Robinson.
Dr. Dennis Schmoltzi, founder and CEO of Emma together with Manuel Mueller, added: “In Neil Robinson we have found an expert for the British and Irish market who knows the mattress business intimately and brings excellent retail contacts to the table. With his expertise we will take our well-established omnichannel strategy to a new level in these important markets.”