Emma Sleep
Replatformed off Magento 1 and scaled from €400M to over €1B
A headless, API first rebuild of Europe’s fastest growing mattress brand, rolled out across more than 30 countries without a single big bang cutover.
€400M → €1B
Revenue across the programme
30+
Countries rolled out
50+
Specialists at peak
The challenge
Emma was scaling faster than its platform could carry. Magento 1 was at end of life, every new market meant another layer of workaround, and the release train had slowed to the point where commercial teams were planning around the technology instead of the market.
What we did
We set the target architecture first: cloud native, API first, headless, with commercetools as the commerce core, ContentStack for content and Pulpo for warehouse operations. Then we built toward it release by release. The MVP went live in Colombia, a market small enough to absorb the risk and real enough to prove the model, before the wave rollout began. More than 50 specialists worked across the programme at peak, organised into workstreams that started staggered rather than all at once.
The outcome
Emma runs a platform built for the next decade rather than the last one. Revenue moved from €400M to more than €1B across the programme, and new market launches became a configuration exercise instead of a project.
colayer has been instrumental in preparing Emma for its future for the next 10 to 20 years.
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