Direct-to-consumer sleep brand Emma has chosen Westfield London in White City as the site for its first-ever bricks-and-mortar store in the UK.


Emma is opening its first UK store at Westfield London in White City 

The brand has taken a 3,035 sq ft store at Westfield White City, which is set to open on May 31.

The new store will offer customers exclusive products such as the Emma Luxe Cooling Mattress and the brand’s divan, ottoman and sofa beds, as well as a host of accessories.

Emma was first launched in 2015 and is now available in 30 markets around the world. In the UK, its products are available at Furniture Village, John Lewis and others.

The brand said further store openings are planned in the UK later this year, following a host of new openings across Europe in 2024 with 12 stores across Spain, Germany and the Netherlands.

Emma’s director of European retail Benoît Linossier said: “We’re excited to announce our very own store in the UK, to reach people directly with excellence in sleep innovation and expertise; while Emma’s heritage is digital, we’re passionate about ensuring great sleep is accessible to all and our stores mark Emma’s commitment to that.

“Our Westfield White City store will offer a personalised experience with trained advisers so that everyone can make the right choice when it comes to awakening their best.

“We’re committed to introducing more of the UK to the transformational power of great sleep and London will kick off our on-the-ground approach to doing just that.”