Silk & Snow, the Canadian sleep brand known for its high-quality mattresses, bedding, and furniture, is poised to further expand its footprint across the country. CEO and co-founder Albert Chow revealed plans to open 15 new retail locations by the end of 2025, with a notable new store opening in Calgary on March 21. This move comes after a successful launch of concept stores in Ottawa, Edmonton, and Laval, demonstrating strong customer demand for the brand’s unique mix of product.
Chow shared that the decision to rapidly grow into physical retail spaces was driven by Silk & Snow’s ability to offer a wide range of products beyond just mattresses, catering to a diverse customer base. By partnering with Sleep Country, the company has leveraged synergies between their customer bases, offering everything from furniture to bedding. Chow emphasized that the brand’s tactile shopping experience has resonated strongly with consumers, positioning Silk & Snow as one of the fastest-growing sleep companies in Canada.
Beginning as an e-commerce retailer in 2017, the company has quickly become one of the country’s most popular destinations for sleep essentials. Silk & Snow has seen a growing demand for in-person shopping
experiences, providing customers with more opportunities to interact with the products in real life. After successfully opening three brick-and-mortar spaces in Edmonton, Ottawa, and Laval, Silk & Snow is ready or a national retail expansion, launching elevated storefronts in key markets like Calgary, Vancouver, Quebec City, Winnipeg, and the GTA.
“We started our journey as a brand in 2017 as a digitally native brand and really built our customer base and our business online. We were probably very fortunate with the timing, especially during the pandemic. Over the last four years, we’ve probably been one of the fastest-growing e-commerce companies in Canada. In 2023, we joined Sleep Country with the intent of partnering with them to expand our physical retail in bricks and mortar retail . . . We’re mid to upper market in terms of product assortment. We saw a need to offer our customers both online and physical shopping experiences. We’ve expanded not just in mattresses but in bedding, furniture, and the entire bedroom space,” said Chow.
Within the first few years of working with Sleep Country, the brand was in a testing phase. The first concept store opened in Ottawa, a pairing of Silk & Snow and Sleep Country side by side, about 6,000 square feet. It focused on bedding, furniture, and a selection of mattresses. It found good synergy between the customer bases. Customers appreciated the expanded product assortment, offering more than just a solution for sleep. This led to its second and third stores that opened in late 2023. The second store was in Edmonton, combining Silk & Snow, Endy and Sleep Country in an 8,000-square-foot space. The third store, in Laval, was a smaller activation within a larger Sleep Country, around 450 square feet, focused on bedding and select mattresses.
The expansion this year is 15 confirmed stores. Some of these will be standalone, while others will collaborate with other Sleep Country brands. The plan is to grow the Silk & Snow retail presence. The first few stores have proven to show demand for the brand in a physical environment.
There have been many reports recently indicating that the Canadian consumer is holding back on spending these days due to economic pressures.
“We’ve actually seen the opposite. Our brand is slightly more unique within the sleep space because we offer a much broader product assortment beyond just mattresses—bedding, furniture, and other home goods. We tend to sell the entire space. Customers are coming to us for all these items. As we’ve activated retail locations, we’ve seen increased demand from customers to experience the product that way. This has translated into strong results for us. We’re likely the fastest-growing sleep brand in Canada, and it’s been an exciting journey. People enjoy the tactile experience of seeing and feeling the products in-store, which enhances their buying experience,” said Chow.
The expansion will kick off with Silk & Snow’s first standalone store opening its doors in Calgary on March
21. More details, including the full list of stores, will be announced in the coming months.
“I think we’ve got a pretty full plate with the 15 stores coming up,” said Chow. “I think it will go as far as we feel our customer base will support. At this point, I think 15 is operationally what we could probably handle but we do hope to continue to expand down this path.”
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