Craig Patterson and Albert Chow, co-founder & CEO at Silk & Snow, discussed the company’s origins and growth trajectory. See the full article directly below the video interview:
In a recent episode of the Retail Insider Video Interview Series, Craig Patterson spoke with Albert Chow, CEO and Co-Founder of Silk & Snow, the Canadian bedding and lifestyle brand that has become a standout success story in the country’s direct-to-consumer retail space. The conversation ranged from the company’s humble origins to its thoughtful expansion into physical retail and its strategic acquisition by Sleep Country Canada.
“We really started the business by accident,” said Chow. “In 2017, my co-founder and I were curious about the mattress-in-a-box model and began exploring the supply chain. We were shocked to discover how much of it existed right in our backyard here in Toronto.”
That discovery became the foundation of Silk & Snow’s commitment to locally sourced and ethically made products. While the brand now offers everything from bathrobes to living room sofas, that early emphasis on quality, transparency, and community-based manufacturing continues to guide its business decisions.
From Online Mattress Startup to Full Lifestyle Brand
What began as a digitally native mattress company has evolved into a full-fledged home goods brand. Chow explained how the expansion happened organically as customers sought not just better mattresses but more cohesive and thoughtfully designed home environments.
“We always had a more aesthetic, design-conscious take on what bedding and sleep products could be,” he said. “Around 2020, we started expanding into furniture and bedding, which felt like a natural progression.”
It was at that time that Silk & Snow’s curated product range grew to include bed frames, bedroom furniture, and bath essentials, offering consumers a one-stop destination for high-quality, sustainably made home goods.
The company’s ethos of sustainability and transparency also struck a chord. “We work with family-owned manufacturers who care as much about the details as we do,” said Chow. “That shared value system is really important to us.”
Strategic Acquisition by Sleep Country Canada
In early 2023, Silk & Snow was acquired by Sleep Country Canada in a deal worth $24 million upfront, with performance-based earn-outs of up to $19.45 million through 2025. Notably, the brand has continued to operate independently under its existing leadership.
“We started our conversations with Sleep Country around late 2021,” Chow recalled. “It took longer than expected, but we eventually came to an agreement. Since then, we’ve worked really well together.”
The partnership has helped Silk & Snow expand its reach across Canada and into the U.S. market, which now accounts for roughly a quarter of the brand’s revenue. While Sleep Country provides the infrastructure and national footprint, Chow and his team have retained control over branding, product development, and customer experience.
“Sleep Country’s retail and logistics footprint complements us well,” said Chow. “We’ve leaned into that to continue growing our assortment, especially on the furniture side.”
Physical Retail and Showroom Expansion
A key component of Silk & Snow’s strategy in 2025 has been expanding its brick-and-mortar presence. Although the brand launched online, it has embraced the need for in-person product experiences.
“Earlier this year we were aiming for 15 stores by year-end,” said Chow. “We’re currently at seven standalone showrooms and will hit 10 by December. That’s a big step up from two years ago, when we didn’t have a single physical location.”
Silk & Snow has also benefited from co-locating some of its stores alongside other Sleep Country brands like Casper and Endy, allowing it to maintain a flexible and scalable retail strategy.
“We’ve learned that our customers still want to touch and feel the product,” Chow said. “Online is where the journey starts, but the final conversion often happens offline.”
Navigating an Evolving Retail Landscape
Our conversation also touched on the broader state of Canadian retail, particularly in the wake of the Hudson’s Bay Company’s closure in June 2025. It was an historic and emotional loss for the country.
“I think what’s been most surprising is the strength of our category, including bedding and home goods, even as department stores like Hudson’s Bay faded out,” Chow said. “There’s still strong consumer interest, but it’s shifting toward specialty retail and direct-to-consumer experiences.”
Chow pointed out that the decline of department stores has also created opportunities for brands like Silk & Snow to fill the void, especially with customers seeking authenticity and Canadian-made products.
“What customers want now is a curated experience from brands that stand for something,” he explained. “Younger consumers especially are drawn to authenticity, transparency, and a clear brand personality.”
Building a Stronger Canadian Brand Identity
One of the recurring themes of the interview was the resilience of Canadian retail, especially among homegrown brands that focus on quality, values, and sustainability.
Chow noted a growing trend of patriotic buying that is benefiting Canadian companies like Silk & Snow. “What’s different this time is how sustained the interest in buying Canadian has been,” he said. “There’s a real sentiment among consumers to support local businesses.”
That desire for locally made goods is something Silk & Snow has built into its DNA. A significant portion of its manufacturing remains based in Canada, and the company is vocal about sourcing materials responsibly, even in its international production partnerships.
Looking Ahead: New Products, Smart Growth
When asked about upcoming product launches, Chow hinted at new bed frames, colourways in sofa collections, and other enhancements to existing product lines.
“We try to keep our collections fresh by phasing out older items and introducing updated designs,” he said. “But we’re not planning anything radically different. We want to stay true to what our customers expect from the brand.”
That sense of restraint and focus, rare in today’s fast-paced and trend-chasing market, is part of what makes Silk & Snow stand out.
“We’re proud of our Canadian roots,” Chow added. “And we’re committed to building a brand that Canadians can continue to trust and feel good about supporting.”
A Brand That’s Built to Last
In a retail environment where brands rise and fall quickly, Silk & Snow CEO Albert Chow is focused on steady, thoughtful growth. Backed by Sleep Country’s resources, the company continues to build on a foundation of Canadian manufacturing, sustainability, and direct customer connection.
“Having a strong brand is more important now than ever,” said Chow. “And I think that comes from standing for something meaningful.”
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