When Max the founder of Emma and his girlfriend moved into their first apartment they began the search for a new mattress. There were so many types of mattresses on offer that they were left totally confused. However, many of the mattresses were either too hard, too soft, or just too expensive. After a long search, they gave up and were persuaded into purchasing an overpriced memory foam mattress. Due to the price, they expected top quality customer service and care. Sadly, a long delivery time, poor communication, and a substandard mattress left the couple feeling disappointed. After a few weeks of poor sleep, they finally decided to return the mattress. The return policy proved to be equally stressful. It was difficult to understand and the customer service was practically non-existent. Max decided there must be a better way. Having come across mattress companies in the US that offered a more simple, transparent and customer oriented mattress buying experience, he began developing a product that would appeal to everyone. Max and his team were convinced that they could do a better job than the conventional mattress companies that were already on the market. After extensive research and development, they created a mattress that fits everyone – and that is how the Emma mattress was born.