Eve Sleep has launched a tie-up with German department store chain Karstadt as it ramps up its international ambitions.
The deal will see Eve, which specialises in mattresses, pillows and bed frames, take physical space in all 79 of Karstadt’s stores across the country.
Customers will be able to try out Eve’s products in a showroom-style space, before ordering them online from either the Eve or Karstadt websites.
The agreement, which comes into force from November 1, will take Eve’s physical presence to 143 locations across the UK and Germany.
It comes just two months after the mattress-in-a-box retailer extended its tie-up with Next Home to 55 stores as it presses on with plans to beef up its bricks-and-mortar presence.
Eve also boasts a presence in a number of Debenhams, Fenwick and Bentalls stores across the UK.
The business said its latest agreement with Karstadt forms part of its strategy to grow brand awareness “predominantly through online-led activity supported by the development of select retail partnerships in core and new markets”.
Expansion
Eve has identified Continental Europe as a core market for expansion and the Karstadt deal will give the brand a presence in major German cities including Munich, Hamburg and Berlin.
The company’s chief executive Jas Bagniewski said: “Today’s agreement marks a major development for Eve’s European brand awareness and demonstrates our commitment to growing market share in key territories.
“Germany is the largest mattress market in Europe and the quality, scale and country-wide spread of Karstadt stores across major cities in Germany substantially increases Eve’s retail footprint, exposing new customers to our exceptional sleep products and creating an easy route to purchase.”
Eve launched its IPO back in May and issued its first trading update as a listed business in July, when it revealed that group sales rocketed 126% to £11.5m in the 26 weeks to June 30.
UK sales surged 107% to £6.3m during the same period.
Eve will unveil its half-year results, including details of profitability, on September 13.
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