Sleep Country Canada Continues Rapid Expansion Amid Market Domination

Date:

Share post:

When Christine Magee, Stephen Gunn, and Gordon Lownds launched Sleep Country 25 years ago with four retail stores in Vancouver, they were filling a void they felt existed in the market.

Fast-forward to today and the mattress retailer is a giant in the industry with more than 270 locations, an ecommerce site, and mattress-in-a-box brand, Endy, now part of its portfolio. Continued growth is on the company’s radar for the coming years.

“I was in the banking industry for 13 years and had the opportunity to meet Steve and Gord through that because they had an acquisition company and that acquisition company did the management buyout of one of the manufacturers. Prior to starting Sleep Country, we had a very good view of manufacturing within the context of this retail category of mattress and box and we also understood what was happening in the retail landscape in Canada,” said Magee, who remains with the company as its chair of the board.

PHOTO: GH+A DESIGN STUDIOS (CF CHINOOK CENTRE, CALGARY)
PHOTO: SLEEP COUNTRY CANADA

“Because of that, both the industry itself having some interesting fundamentals that were appealing from a retail perspective and because we thought the retail landscape was not servicing this category as well as we thought it could – highly competitive by the way – but there were opportunities to provide better quality of experience in-store and home delivery that we said this is the perfect we thought opportunity to develop a business plan that was really going to address needs before, during and after. And if we did it properly, we really thought we had an opportunity to make this company successful and pursue our national footprint of a company to address the marketplaces and expand our concept of retail in our category.”

The company has 275 stores – 214 under the Sleep Country banner and 61 under the Dormez-Vous banner specifically in Quebec. Those 275 stores are serviced by 16 distribution centres that are located across the country so the company can “receive our product in an economical way but more so that we can provide a distribution or a delivery service to our customer which has been a very important part of our strategy when it came to being successful in servicing the customer and developing the ease of getting it to their home and setting up their product, taking away those packing materials as well as offering to take away their old mattress so we could donate it and repurpose it in the community or recycle,” said Magee.

She said the company’s bricks and mortar strategy continues to be a very viable way for it to grow and service the marketplace. In the past the company has indicated to its stakeholders that it will continue to grow its store count from eight to 12 stores every year. In the past year, the company has already opened 11 new stores. It also renovated eight stores in its last quarter.

“We do have a mall store concept that we’re excited about. We started I think in Calgary a few years ago. It’s been doing very well. We have increased our mall store premises and so that opportunity for us to open stores close and in an easy traffic area is certainly one we have and are continuing to utilize,” added Magee.

The company’s well-known trademark is ‘why buy a mattress anywhere else?’ and today it loves to use the slogan ‘all for sleep’. That means it continues to focus on its vast selection of mattress and boxspring lines. But today it is also increasing its merchandising and putting an equal emphasis on ancillary products that are important to people such as pillows and bedding.

“All part of the ancillary products – one, that are specifically important to the quality of sleep and two, that would also just add the convenience factor that when you buy a mattress or pillow, we should also be offering we think really amazing value and quality. Just to broaden what our service offering is to our customer and to ensure that we are offering them more each time that they come in,” said Magee.

Last fall, Sleep Country announced it had acquired Toronto-based mattress-in-a-box brand Endy for $88.7 million.

Magee said the company has been very happy with the acquisition of Endy. In 2017, Sleep Country launched its ecommerce site, including its bed-in-a box product. She said the Endy acquisition and Sleep Country’s ecommerce strategy layers into the opportunity to service the customer who prefers to purchase online for the convenience.

“We view it as a great opportunity and continued ability for us to expand our ability to service our customer,” she said.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From The Author

John Crombie Shares 6 Canadian Retail Trends to Watch for in 2023 [Interview]

Crombie, who's predictions usually come true, spoke at the ICSC Whistler Conference recently and discussed how retail in Canada is shifting as consumer habits change.

Video Interview: What Matters To Today’s Consumer in Canada

An expert talks about how consumers are looking for discounts and value, their concerns about their finances, how they are making fewer impulse buys and how they expect big companies to do good in society.

Major Condo Tower Rezoning Application Threatens a Block’s Worth of Toronto Restaurants

Developers say that they're responding to shifting urban trends, though only two small commercial spaces are proposed where a block of businesses currently operate.

Hudson’s Bay to Shut Londonderry Mall Store in Edmonton

The retailer will close one of its oldest locations in Alberta this summer as the retailer strategizes the future of its physical stores.

Toronto Six Professional Women’s Hockey Team Retail Presence Looks to Multi-channel Growth with On-Ice Success [Interview]

The President of women's professional hockey team the Toronto Six says that fans of teams are helping create a new revenue source.

Best Retailers for Customer Experience in Canada Ranked in Leger Study [Interview]

Thousands of Canadians were polled to determine which retailers came out on top, with some surprising findings.

Deciem Rebrands Many Stores as ‘The Ordinary’ as Company Shifts Focus and Retail Strategy [CEO Interview]

The popular beauty brand is refocusing some of its stores as 'The Ordinary' as Deciem grows its wholesale business with Sephora, and is also looking to launch new brands through its incubator engine.

Retailers Shifting Loyalty Programs to In-House as Businesses Drop Air Miles and Others [Interview]

An industry expert says that companies such as Starbucks have found success in its own loyalty programs, and consumer confusion with third-party programs is leading more retailers to develop their own.

‘Repair and Run’ Bike Maintenance Retail Concept Expanding to more Locations in Canada after Successful 1st Launch [Interview]

The bike repair business, founded by some of the people behind the launch and success of Mobile Klinik, is seeing success after opening its first store in 2021.

Earls to Launch New Restaurant Concept as Chain Expands Locations [Interview]

The Canadian chain is expanding its operations as consumers embrace in-person dining following the pandemic.

Canadians Should be Checking Receipts at the Grocery Store as Errors are Common [Op-Ed]

Sylvain Charlebois says that Canadians may not realize that the prices on the shelves and what's scanned might be different, and that there's sometimes an opportunity for compensation if there's been an error.

Retailer Bankruptcies Not as High as Expected in Canada Since Pandemic, but Uncertainty Persists: Insolvency Insider

The tsunami of business creditor protection filings didn't happen as predicted, but an expert says that a reduction of locations by some retailers as well as headwinds could lead to industry challenges.

Video Interview: How Red Tape Is Strangling Canadian Small Businesses

Laura Jones of CFIB talks about the impact of red tape on businesses across the country and why it's so important to their bottom line.

Italian Grocery-Restaurant Concept Lina’s Prepares to Open 15,000 sq ft Location in Calgary’s Inglewood [Photos/Interview]

The expanding business is based on the concept of an Italian public square or marketplace, making it a popular hub that has strong consumer loyalty.

Zellers to Launch Food Trucks in Effort to Drive Traffic to Bay Stores

The retailer has also all but confirmed the relaunch to the Zeddy teddy bear mascot as it prepares to open 25 locations inside of Hudson’s Bay stores this spring.

Cineplex Launches New ‘Junxion’ Entertainment Concept with Additional Canadian Locations Planned [Interviews]

The concept features movies, gaming, dining and live entertainment under one roof, with plans to roll it out to multiple Canadian markets this year as part of a growth strategy for Cineplex.

Queen Street West Retailers in Toronto Anxious about Metrolinx Ontario Line Construction [Interviews]

Construction has the community worried that they’ll experience a repeat of Eglinton line ‘nightmare’.

Ron White Marks 25th Anniversary of its Charity ‘Shoe Drive’ [Interview]

The Toronto-based brand, which has stores in the area, is taking in gently used footwear that still have life in them to give to those in need.

Supply Chain Issues for Canadian Retailers Expected into 2025: Expert

Various factors are contributing to ongoing challenges to coordinate the optimal availability of goods says Gary Newbury.

DTC Jewellery Brand Mejuri Continues Ongoing Expansion with More Stores in Key Canadian Markets [Interview]

Calgary and Montreal are the latest cities to see openings for the popular jewellery brand which is looking to gain market share with a growing loyal client base.

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

RECENT articles

John Crombie Shares 6 Canadian Retail Trends to Watch for in 2023 [Interview]

Crombie, who's predictions usually come true, spoke at the ICSC Whistler Conference recently and discussed how retail in Canada is shifting as consumer habits change.

Video Interview: What Matters To Today’s Consumer in Canada

An expert talks about how consumers are looking for discounts and value, their concerns about their finances, how they are making fewer impulse buys and how they expect big companies to do good in society.

Major Condo Tower Rezoning Application Threatens a Block’s Worth of Toronto Restaurants

Developers say that they're responding to shifting urban trends, though only two small commercial spaces are proposed where a block of businesses currently operate.

Hudson’s Bay to Shut Londonderry Mall Store in Edmonton

The retailer will close one of its oldest locations in Alberta this summer as the retailer strategizes the future of its physical stores.

Toronto Six Professional Women’s Hockey Team Retail Presence Looks to Multi-channel Growth with On-Ice Success [Interview]

The President of women's professional hockey team the Toronto Six says that fans of teams are helping create a new revenue source.

Best Retailers for Customer Experience in Canada Ranked in Leger Study [Interview]

Thousands of Canadians were polled to determine which retailers came out on top, with some surprising findings.

Deciem Rebrands Many Stores as ‘The Ordinary’ as Company Shifts Focus and Retail Strategy [CEO Interview]

The popular beauty brand is refocusing some of its stores as 'The Ordinary' as Deciem grows its wholesale business with Sephora, and is also looking to launch new brands through its incubator engine.

Retailers Shifting Loyalty Programs to In-House as Businesses Drop Air Miles and Others [Interview]

An industry expert says that companies such as Starbucks have found success in its own loyalty programs, and consumer confusion with third-party programs is leading more retailers to develop their own.

‘Repair and Run’ Bike Maintenance Retail Concept Expanding to more Locations in Canada after Successful 1st Launch [Interview]

The bike repair business, founded by some of the people behind the launch and success of Mobile Klinik, is seeing success after opening its first store in 2021.

Earls to Launch New Restaurant Concept as Chain Expands Locations [Interview]

The Canadian chain is expanding its operations as consumers embrace in-person dining following the pandemic.

Canadians Should be Checking Receipts at the Grocery Store as Errors are Common [Op-Ed]

Sylvain Charlebois says that Canadians may not realize that the prices on the shelves and what's scanned might be different, and that there's sometimes an opportunity for compensation if there's been an error.

Retailer Bankruptcies Not as High as Expected in Canada Since Pandemic, but Uncertainty Persists: Insolvency Insider

The tsunami of business creditor protection filings didn't happen as predicted, but an expert says that a reduction of locations by some retailers as well as headwinds could lead to industry challenges.

Video Interview: How Red Tape Is Strangling Canadian Small Businesses

Laura Jones of CFIB talks about the impact of red tape on businesses across the country and why it's so important to their bottom line.

Italian Grocery-Restaurant Concept Lina’s Prepares to Open 15,000 sq ft Location in Calgary’s Inglewood [Photos/Interview]

The expanding business is based on the concept of an Italian public square or marketplace, making it a popular hub that has strong consumer loyalty.

Zellers to Launch Food Trucks in Effort to Drive Traffic to Bay Stores

The retailer has also all but confirmed the relaunch to the Zeddy teddy bear mascot as it prepares to open 25 locations inside of Hudson’s Bay stores this spring.

Cineplex Launches New ‘Junxion’ Entertainment Concept with Additional Canadian Locations Planned [Interviews]

The concept features movies, gaming, dining and live entertainment under one roof, with plans to roll it out to multiple Canadian markets this year as part of a growth strategy for Cineplex.

Queen Street West Retailers in Toronto Anxious about Metrolinx Ontario Line Construction [Interviews]

Construction has the community worried that they’ll experience a repeat of Eglinton line ‘nightmare’.

Ron White Marks 25th Anniversary of its Charity ‘Shoe Drive’ [Interview]

The Toronto-based brand, which has stores in the area, is taking in gently used footwear that still have life in them to give to those in need.

Supply Chain Issues for Canadian Retailers Expected into 2025: Expert

Various factors are contributing to ongoing challenges to coordinate the optimal availability of goods says Gary Newbury.

DTC Jewellery Brand Mejuri Continues Ongoing Expansion with More Stores in Key Canadian Markets [Interview]

Calgary and Montreal are the latest cities to see openings for the popular jewellery brand which is looking to gain market share with a growing loyal client base.