Eve Sleep expands presence in Germany with new retail agreement


UK-based e-commerce retailer Eve Sleep has signed an agreement to sell its products at stores operated by German department store chain Karstadt.

Under the terms of the agreement, Eve Sleep’s products will be available from November across Karstadt’s 79 stores.

Eve’s products such as mattresses, pillows and bed frames will be showcased at each Karstadt store, where the former will have access to retail space.

Customers can try out the products before purchasing them either in store or online.

Eve Sleep CEO 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 countrywide spread of Karstadt stores across major cities in Germany substantially increase eve's retail footprint, exposing new customers to our exceptional sleep products and creating an easy route to purchase."

"Today's agreement marks a major development for eve's European brand awareness and demonstrates our commitment to growing market share in key territories."

In July, Eve expanded the scope of its agreement with Next’s Home department from three to 55 Next stores.

Through the current deal, the company is expected to expand its physical footprint to 143 stores across the UK and Germany.

The agreement is consistent with the company's multichannel marketing strategy through which it intends to complement its online business with retail partnerships in core and new markets.

It also furthers the company’s growth strategy in Europe.