The Competition and Markets Authority (CMA) has announced a trial date in relation to the investigation on Emma Sleep over concerns of its online sales practices.
The CMA has stated that the trial will be heard in the High Court commencing on 3 June 2026, with a time estimate of three days.
Previously, and back in October 2024, the CMA has issued court proceedings against Emma Matratzen GmbH, Emma Sleep GmbH and Emma Sleep UK Limited (together Emma Group).
Following the CMA’s investigation into Emma Group, which forms part of the CMA’s consumer enforcement work tackling potentially harmful online selling practices, the CMA has determined that it is necessary to seek an enforcement order from the court against Emma Group requiring it to change its online selling practices. The CMA filed its claim in the High Court on Thursday 17 October 2024.
This action, taken under section 215 of the Enterprise Act 2002, comes after the CMA issued Emma Group with a letter before action in May 2024.
Emma Group has not made formal commitments to change its online selling practices and address the CMA’s concerns, and the CMA is accordingly seeking a court order to ensure that consumers are not misled by those practices.
These practices include discounts and urgency claims, including countdown timers and high demand prompts.
George Lusty, the CMA’s Interim Executive Director for Consumer Protection and Markets, previously said: “We have given Emma sufficient opportunity to alter the way it does business to address our concerns. They have failed to make all the changes that we require, which is why we’ve progressed to court action.
“We are concerned that when sales tactics such as discounts and countdown clocks are used in a misleading way, they can pressure shoppers into making quick purchases and spending more than they otherwise would, for fear of missing out.”
Furthermore, earlier this year, the Australian arm of Emma Sleep admitted it made false or misleading representations about the sale prices of mattresses, bed frames, pillows, and accessories. See Related.
