European bed-in-a-box brand Emma Mattress has announced a strategic retail partnership with Carpetright, which sees its award-winning Emma Hybrid mattress stocked in 200 Carpetright stores.

The collaboration is the first time Carpetright has stocked a bed-in-a-box brand, as it looks to extend its branded and own-brand mattress range to offer customers even more choice and convenience, alongside its extensive bed, carpet and flooring offer.

The Emma Hybrid will be supported by full in-store PoS and online, giving shoppers the chance to try before they buy. Orders made in-store will be fulfilled online by Emma Mattress in three days.

Damian Topping, head of buying for beds at Carpetright, comments: “Carpetright has always looked to stock a variety of products to suit all budgets and styles, so adding Emma Mattress as our bed-in-a-box partner is an important move, which will further strengthen our mattress offer and give customers even more choice and convenience when shopping the range.”

Benjamin Quiroga-Rivera, co-founder of Emma Mattress, adds: “We’re thrilled to be partnering with Carpetright. As the UK’s largest stockists of carpets, flooring and beds, we look forward to supporting their mission in driving convenience, choice and value at each customer touchpoint.”