Endy is expanding its retail partnership with Silk & Snow with a new co-branded store in Winnipeg, marking the third time the two Canadian e-commerce players have joined forces in a shared physical location.
The Toronto-based mattress company says the store, located in the Kenaston area, reflects a broader strategy to build on its online success by growing its in-person retail presence while leveraging complementary strengths with its partner brand.
Both retail brands fall under the Sleep Country umbrella.
Jason Cassidy, President of Endy, said the move is part of a deliberate effort to extend the company’s national footprint and connect more directly with customers in markets where it is already seeing strong demand.
“Winnipeg is an existing market for Endy that does very, very well,” Cassidy said in an interview. “It’s one of our top markets in Canada. It’s one of our faster-growing markets in terms of sales and new customers.”
The Winnipeg location will be Endy’s fifth store in its fifth province, underscoring what Cassidy described as the company’s “national reach.” The expansion is also aimed at translating its established e-commerce base into physical retail engagement.
“This is really just expanding our e-commerce presence offline and tapping into our existing audience, our existing customer base we already have in a more tactile and tangible way,” he said.
Partnership model gaining traction
The new store builds on a growing partnership between Endy and Silk & Snow, a fellow Canadian e-commerce retailer focused on bedding and home products. The companies have previously collaborated on co-branded locations in Edmonton and Vancouver.
Cassidy said the pairing reflects how the two brands complement each other within the broader home and bedroom category.
“We think Endy and Silk & Snow are two of the larger and certainly leading e-tailers in Canada in the bedroom and home space,” he said. “When Canadians are looking specifically for a mattress to buy online, these are the top one and two in terms of consideration.”
The partnership allows each company to bring its core strengths into a shared retail environment. Endy focuses on mattresses, while Silk & Snow offers products such as linens, bed frames and related accessories.
“When you combine Endy’s real dominance in mattress and Silk & Snow’s dominance in linens and bed frames and the accessory side, it is a really nice partnership between the two,” Cassidy said.
The companies have also seen improving performance from their existing stores, which Cassidy said is helping inform the decision to expand the model.
“We’re starting to see greater productivity from our stores, so even the stores that we already own are growing in terms of revenue per square foot and productivity,” he said.
Store size and format flexibility
The Winnipeg location will span approximately 5,000 square feet, making it larger than the companies’ co-branded store in Vancouver. Cassidy said store size varies depending on market conditions, including real estate availability, but the combined format allows for a broader product assortment.
“We will have a bit more assortment on the Endy side in this store than we do in Vancouver,” he said.
Individually, Endy typically operates in smaller retail footprints of about 1,500 square feet, which Cassidy described as “ideal” for its product lineup and growth trajectory. Silk & Snow, by contrast, can scale into larger spaces, ranging from roughly 2,000 to 4,000 square feet.
The combined format allows both brands to adjust their presence within a shared space, depending on local demand and merchandising needs.
Broader retail strategy evolving
While the co-branded model is proving effective, Cassidy said it is only one part of Endy’s broader retail strategy as the company continues to expand across Canada.
“You can expect to see more Endy retail locations across Canada,” he said. “We are working through a few different model or asset types, so they may not always be combo stores.”
Cassidy pointed to the company’s standalone location at CF Sherway Gardens as a strong performer within its retail portfolio, suggesting Endy will continue to explore multiple formats as it grows.
“Endy at Sherway Gardens has been a real shining star for us in our portfolio of locations, and so we’ll be looking to replicate that again,” he said.
The approach reflects a balance between partnership-driven expansion and independent store development, allowing the company to adapt to different markets and customer preferences.
Looking ahead
Cassidy said the company is focused on continuing its expansion while maintaining momentum in both online and physical channels.
“We’re excited for Winnipeg,” he said.
As Endy builds out its retail network, the partnership with Silk & Snow appears set to remain a key component of its growth strategy, particularly in markets where a combined offering can broaden appeal and improve store productivity.
The company’s evolving approach suggests more experimentation with formats and locations as it seeks to translate e-commerce success into sustained in-store performance across the country.
More from Retail Insider:
- Sleep Country CEO sees growth amid consumer uncertainty, expands U.S. and UK operations: Stewart Schaefer interview
- Retail Leaders Outline Strategy Shifts at Rotman Event
