Eve Sleep pens retail deal with German department store chain

E-commerce focussed direct-to-consumer mattress supplier eve announced on Friday that it has signed a “major” retail partnership agreement with Karstadt, one of Germany's leading department store chains, to be present in all 79 stores across Germany.

The AIM-traded company said that as part of the exclusive agreement, from 1 November each Karstadt store would feature an eve retail space, showcasing the eve mattress, pillow and bed frame and allow customers to try out the products, and then purchase either in store or online from eve or Karstadt.

Once launched, eve's physical brand presence would span 143 stores across the UK and Germany following the recent expansion of the company's Next Home agreement.

Karstadt's stores are located across Germany, eve claimed, with multiple stores in major cities including Berlin, Hamburg and Munich.

The agreement formed an “important part” of eve's multichannel marketing strategy to further grow brand awareness predominantly through online-led activity, the board explained, supported by the development of select retail partnerships in core and new markets.

It would also help to “significantly increase” eve's brand presence across Germany and further demonstrated the company's progress in its expansion strategy across continental Europe.

“Today's agreement marks a major development for eve's European brand awareness and demonstrates our commitment to growing market share in key territories,” said eve chief executive officer Jas Bagniewski.

“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.”