Bed-in-a-box brand Emma Mattress reports that it sold one mattress every 30 seconds on Black Friday, and turned over €5m over the Black Friday weekend.

The event has buoyed Emma as it prepares for its largest grossing months of the year, from peak trading through to Boxing Day and the January sales.

Co-founder of Emma Mattress, Benjamin Quiroga-Rivera, says: “Our results are indicative not just of the evolution of Black Friday, which is moving away from the traditional focus on electrical and technology goods to driving customer purchasing across the retail spectrum, but also of our sustainable business model which focuses on product quality and marketing efficiency.

“Naturally, consumers now expect to pick up great deals over Black Friday and other discounting events, but we’ve been mindful to provide great deals, whilst ensuring we achieve consistent, sustainable and profitable growth. We are under no illusion that success in the bed-in-a-box market relies on investing responsibility in R&D and, of course, our marketing efforts. We know that consumers want the convenience of online purchase and quick delivery, backed up by a firm guarantee – but this only works if the product quality is up to scratch. We are proud therefore to be named the best-tested mattress in six European countries.”