2 Minutes Read By Dr. Stefan Sambol

OMMAX Advises Haniel on the Emma Transaction

#Digital Due Diligence

In preparation for the acquisition, OMMAX conducted the extensive commercial due diligence (CDD) for Haniel.

Munich, 07. April 2020

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.

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.

Ulrich Dickel, Investment Partner

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.

For more information, please visit: haniel.de and enkelfaehig.de

“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.”

Dr. Stefan Sambol, Partner at OMMAX

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: emma-sleep.com

Do you want to learn more about OMMAX's experience in transaction advisory services? Get in touch with Dr. Stefan Sambol: stefan.sambol@ommax.de

By Dr. Stefan Sambol

Contact an expert

Do you want to know more about our expertise? Get in touch!

Industry Insights

Decoding Data & AI: Why is everyone talking about MMMs (Marketing/Media Mix Models)?

OMMAX holds in-depth expertise in data strategy, data engineering, and advanced data analytics. We have a proven track record of successful projects [...]

Industry Insights

FAQ about Digital Due Diligence

In today’s technology-driven world, digital maturity is pivotal to business success. For many companies, brand building, marketing and transactions [...]

Industry Insights

The Power of Digital Due Diligence: Assessing Digital Growth Potentials

Digital markets are based on other mechanisms than classic markets. Due diligence analyzes a business's present position and future potential. This [...]

Industry Insights

The perfect Sales Pipeline: A Six-Step Approach

In the dynamic landscape of today's tech-driven business environment, the efficacy of sales processes can either become lucrative cash-generating [...]

Case Studies

The Median Case

MEDIAN is the biggest private operator of rehabilitation facilities in Germany with an outstanding reputation. The group operates 122 rehab clinics, [...]

Case Studies

The WAGO Case

WAGO is an internationally leading supplier of connection and automation technology and interface electronics, as well as the global market leader in [...]

Case Studies

ghd: Scaling digital marketing and sales performance holistically

As an innovative and premium brand for hairstyling products, ghd seeks to provide their customers with an at-home hair salon experience with [...]

Case Studies

DISTRELEC: Assessing digital and commercial readiness and implementing key value creation initiatives

Distrelec is a leading European B2B distributor of electronic and technical components with around 400 employees. Beyond its main markets of [...]

Sign Up for the Newsletter

Development and Execution of a Customized Digital Growth Strategy