Independent Emma Sleep Store Opens Bringing ‘Human’ Mattress Shopping Back

Published on: 16 Oct, 2026
Updated on: 16 Oct, 2026

Article sponsored by Experience Guildford

By Cristina Lia Trujillo

A new Emma Sleep store has opened in North Street, Guildford bringing the online sleep brand’s award-winning mattresses into a physical showroom for the first time in the town.

Store manager manager John Leverton says the whole experience has been “hugely exciting.”

Emma Sleep Guildford manager John Leverton in-store sitting on a bed.

Emma Sleep Guildford’s store manager John Leverton.

Emma Sleep Guildford is part of Emma’s growing UK independent store network, which launched its first British outlet in Dorridge, Warwickshire in January 2026.

Guildford now follows giving shoppers the chance to test Emma’s mattresses, pillows and bedding in person rather than relying on online reviews alone.

Manager John Leverton said: “We’re an independent store that sells Emma mattresses, and I think that ‘independent’ is really important for us, rather than being a franchise.

“We take the best of Emma in terms of the mattresses and pillows, bedding, etc, partnering that with high-level service.

“We’re here to look after Guildford and the surrounding area.”

Emma Sleep Guildford manager John Leverton standing outside the store.

The new Emma Sleep store, North Street, Guildford.

The independent store network allows local entrepreneurs to partner with Emma Sleep to fulfil their dreams of launching a business with a shop front in their area, giving Emma Sleep local expertise and ensuring it is anchored in the community, growing organically through word of mouth.

For John, the case for visiting in person rather than simply clicking “buy” is a simple one.

He said: “We would urge anyone buying a mattress online to proceed with caution — because there’s nothing that’s closer to your body over the course of, say, seven or eight years than a mattress.

“When you buy a mattress online, you’re buying someone else’s opinion of a mattress, not your body’s opinion, which is absolutely vital.

“There’s no excuse now not to come in and try mattresses for yourselves. It’s not Covid anymore.”

That local, personal touch runs right through how the store operates.

John added: “You’re dealing with human beings in the store. You’re not dealing with a chatbot or a remote worker.”

He says customer service is handled by local people, before adding, with a laugh at his own expense: “I’m not local, but don’t tell them that. I’ve been shipped in, especially.”

The shop front of Emma Sleep during launch.

The shop front of Emma Sleep during its launch.

However, Joel and Mark, the entrepreneurs he is working with, are behind the scenes, opening week has been more chaotic than glamorous. Builders were still on site during Emma Sleep Guildford’s launch.

And John, who moved to the area to run the store, is candid about the pressure of getting a new shop off the ground.

He said: “It feels like a start-up. You should see the shop at the moment, it’s carnage, but that’s part of it, we have to react to things, and that’s hugely exciting.

“We get to put our own stamp on things and deliver a different kind of service, an improved service.”

Guildford, he says, is being treated as a “test bed” ahead of further Emma independent store openings elsewhere, should the first months go well.

Despite the upheaval of relocating for the job, John has already fallen for the area.

He said: “It’s a vibrant regional hub, distinct from London, with discerning customers who are great to engage with.”

On his days off, he’s out running in the Surrey countryside.

Emma Sleep Guildford is at 69-71 North Street, Guildford, GU1 4AH. It is open Monday to Saturday, 10am to 6pm, and Sunday, 11am to 5pm.