Canadian sleep brands Endy and Silk & Snow will unveil their first joint retail location at South Edmonton Common this month, marking their initial foray into Western Canada. The 4,000-square-foot storefront, opening at the end of November, aims to provide Edmontonians with a unique shopping experience centred on high-quality sleep products, furniture, and bedding—all in one place. The collaborative venture represents a significant step in both brands’ evolution from digitally native roots to a physical retail presence.
Expanding Beyond E-Commerce
The decision to move into brick-and-mortar retail was driven by customer demand and changing market dynamics. Endy President Jason Cassidy highlighted the importance of Edmonton as a key market: “We’ve seen significant success in Edmonton through our e-commerce sales. Bringing our products to life through a tactile, in-person experience strengthens our connection with our customers.”
Silk & Snow’s co-founder and CEO, Albert Chow, echoed this sentiment, explaining, “Having a physical retail space lets customers see, touch, and truly engage with our expanded product lines, from mattresses to bedding and furniture.”
Offering a Comprehensive Shopping Experience
The joint store’s layout was thoughtfully designed to cater to customer convenience. While there are separate entrances for the Endy/Silk & Snow store and a neighbouring Sleep Country store, an interior connection allows for seamless transitions between spaces.
Cassidy explained, “We wanted customers to explore both brands in a way that feels natural, convenient, and immersive.” The combined offering creates a one-stop destination for all bedroom needs, emphasizing their shared commitment to delivering choice and quality.
A Strategic Location at South Edmonton Common
South Edmonton Common was chosen for its strong retail performance and high foot traffic, making it a prime location for the brands’ Western Canadian debut. “It’s one of the best-performing retail destinations in the country,” Chow said.
“The location provided a desirable footprint that suits our needs for showcasing both brands’ offerings.” Cassidy elaborated, “Our goal is to meet customers where they prefer to shop, providing them with the best possible experience.”
A Retail Space Built for Growth
The collaborative retail space spans 4,000 square feet dedicated to Endy and Silk & Snow. Cassidy described the store as a testing ground for their expanded product assortment. “This location is 30% larger than our previous stores, allowing us to introduce new mattresses and furniture offerings. It’s a chance to see how these additions resonate with customers in a physical space.”
Albert Chow emphasized the importance of providing a tactile shopping experience: “Our products are inherently tactile, and customers appreciate being able to see and feel the quality in person.” This sentiment underscores their commitment to bridging the gap between online and in-store shopping.
Chow highlighted the appeal of Edmonton’s market, noting its younger, vibrant demographic and openness to new brands. “Edmonton is a dynamic city with a strong appetite for innovative, high-quality brands like ours,” he said. This made it a natural choice for their first Western Canadian location. “We’ve seen other new brands, like Crumbl Cookies, gain traction here, showing that Edmonton is ready for something fresh.”
Building on Previous Retail Collaborations
The move into South Edmonton Common builds on previous retail collaborations, such as Endy’s partnership with Casper in Halifax. Cassidy explained, “This expansion allows us to grow our brick-and-mortar presence, bringing more of our products into Canadian homes.”
Chow added that this larger store enables Silk & Snow to showcase its full range of products for the first time, noting that their Ottawa location was significantly smaller. “Edmonton offers an opportunity to show everything we have to offer without compromise.”
Looking Ahead: Vancouver and Beyond
In addition to the Edmonton store, Endy and Silk & Snow are expanding their Western Canadian footprint with a new location set to open on Granville Street in Vancouver in 2025. “Vancouver and Edmonton consistently rank among our top markets for e-commerce sales,” Cassidy said.
“Expanding our physical presence here makes perfect sense.” Chow added, “Granville Street is a great fit for our brands, as it aligns with other home goods retailers and appeals to our target demographics.”
Embracing Innovation and Market Testing
The Edmonton store’s size and layout provide both brands with the chance to test new offerings and refine their in-store strategies. “We’re using this store to understand how expanding our assortment impacts customer engagement and sales,” Cassidy said. “It’s about finding that balance between a curated assortment and a comprehensive experience.”
The collaborative approach to retail has allowed Endy and Silk & Snow to create a space where customers can seamlessly explore their offerings. “We believe in giving our customers the freedom to choose and experience what works best for them,” Chow said. “This store is about more than just shopping—it’s about building an experience that resonates.”
By moving into physical retail, Endy and Silk & Snow are creating a stronger connection with their customers. “This isn’t just about selling products; it’s about building relationships and providing the best possible experience,” Cassidy emphasized. “We’re excited to learn, adapt, and grow with our customers in this new chapter.”
Growth and Expansion
Looking to the future, both brands are taking a thoughtful approach to expansion. “We’re not just opening stores for the sake of it,” Cassidy said. “This is about getting it right—learning what works and refining our approach.” Chow echoed this sentiment, adding, “Listening to our customers and adapting based on their needs is at the heart of everything we do. Physical retail allows us to do that on a whole new level.”
With their new store at South Edmonton Common, Endy and Silk & Snow are setting the stage for a new era in retail, where digital and physical shopping experiences converge to meet the evolving needs of Canadian consumers.
