OMMAX advises Haniel on the Emma transaction

The Duisburg-based German family equity company Franz Haniel & Cie. GmbH (Haniel) acquired 50.1 percent of Emma – The Sleep Company (Bettzeit GmbH). Founded in 2013, Emma realized a turnover of €150mn in 2019 by selling matresses and sleeping systems in 21 markets via their digital platform. 350 experts are making the Sleep Tech provider the leading bed-in-a-box supplier in many European countries.

In preparation for the acquisition, OMMAX conducted the extensive commercial due diligence (CDD) for Haniel. Ulrich Dickel, Investment Partner, comments: “OMMAX generated very valueable insights during the CDD and we would like to thank the OMMAX team for their excellent support over the course of this transaction.”

Dr. Stefan Sambol — Managing Partner at OMMAX — adds: “It was a great pleasure to work on such an exciting CDD. Emma is a true digital frontrunner and we would be happy to further extend our collaboration with Haniel.”

Do you want to learn more about our transaction advisory services? Get in touch with Dr. Stefan Sambol: s.sambol (at)

About Haniel 
Franz Haniel & Cie. GmbH is a German family equity company based in Duisburg-Ruhrort since its foundation in 1756. From there, the holding company, which is 100 percent family-owned, operates a diversified portfolio. It pursues a unique investment strategy as a value developer that combines sustainability criteria with a clear performance orientation. Currently, six business units are part of the Haniel portfolio. All are independently responsible for their respective operational businesses and hold market-leading positions in their fields: BekaertDeslee, CWS, ELG, Optimar, ROVEMA and TAKKT. Haniel also holds a financial stake in CECONOMY.

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About Emma – The Sleep Company 
Emma – The Sleep Company is an owner-managed company and one of the fastest growing providers of mattress and sleeping systems, based in Frankfurt am Main. The internationally active Sleep Tech company was founded in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller and realized a turnover of 150 million euros in 2019 (+86 percent compared to 2018). The portfolio includes both the Direct-toConsumer startup Emma Mattress, which has already established itself in many European countries as the leading bed-in-a-box supplier, and the strong traditional brand Dunlopillo Germany. With their in-depth expertise in research and development, Emma – The Sleep Company constantly translates material and technological advances into its high-quality product range. In October 2019, Mattress Emma One (size 90x200cm, hard) became test winner of Stiftung Warentest (issue 10 / 2019) with an overall grade of 1.7 (good). The success drivers of the very agile day-to-day life of the company are a strong digital mindset, the courage to pragmatic solutions and lived diversity. Against this backdrop, the team of more than 350 people continuously implements innovative concepts in the areas of process optimization as well as marketing and sales.

For more information on Emma – The Sleep Company, please visit

About OMMAX – Digital Solutions
OMMAX – Digital Solutions is a digital strategy consultancy based in Munich, Hamburg, and Berlin, specializing in sustainable digital value creation while catering to an array of mid-sized companies, large enterprises, and more than 30 private equity firms around the world. Composed of >120 international experts and with >600 realized digital projects in the fields of digital strategy, digital operational excellence, data science, and transaction advisory services, OMMAX is a forerunner concerning holistic data-driven strategy consulting and end-to-end execution of digital solutions.

For more information, please visit

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