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 Retail Insider

Why Policing is Not the Answer to Shoplifting at Grocery Stores in Canada [Op-Ed]

An expert discusses the need for addressing the root causes of theft rather than criminalizing those driven by economic necessity.

Open Air Retail Centres in Canada Seeing Lower Vacancies and Increased Tenant Demand [Study/Interview]

Stephanie Hannon of Colliers discusses a new report showing how open-air centres with ’necessity retail’ are performing better than other asset classes, partly due to a lack in online competition among other factors.

Pinterest Predicts 2024 Trends in Retail and Fashion from User Activity [Feature Interview]

Pinterest's annual trending report's in the past have been remarkably accurate, given nearly 500 million users.

Overall Retail Leasing and Investment Picture in Canada Remains Stable Despite Headwinds [Feature]

Experts discussed the Canadian retail industry at the recent Vancouver Strategy and Leasing, highlighting a strong market as well as potential challenges ahead as consumers struggle.

California-Based Wetzel’s Pretzels Plans Aggressive Expansion in Canada [Interview]

The popular foodservice chain has big plans for the Canadian market, including expanding outside of traditional retail locations.

Drop in Chinese Tourists Prompts Qiviuk Knitwear to Shift Retail Strategy [Feature Interview]

A significant reduction in Chinese visitors to Canada since the pandemic, exacerbated by political tensions, has a Canadian luxury brand innovating in various ways to target its core customer.

Enhancing Retail Environments: A Contemporary Feng Shui Consultant’s Insights on Design, Colour, and Visitor Experience [Podcast]

Craig and Mark Ainley discuss the profound impact of Feng Shui and flow on retail spaces. Mark highlights how subtle cues, from sharp angles to vibrant colours, influence consumer behaviour, emphasizing the importance of creating an authentic and inviting retail atmosphere.

Top Shopping Centres in Canada Evolving Experiential Elements to Grow Foot Traffic and Tenant Revenue [Interview]

JLL’s Senior Marketing Director, Property Management, discusses how creating unique experiences tailored to local markets helps drive overall asset value through increased footfall and productivity.

Mastermind Toys Acquired by Joe Mimran’s Unity Acquisitions, 18 Stores to Close 

Unity will acquire the majority of Mastermind Toys store locations following a bankruptcy filing, with a significant number of employees continuing with the business.

Active Gaming Facility ‘Activate’ Plans Rapid Cross-Canada Expansion with New Leases [Interview]

The company, known for its unique competitive socializing concept, aims to open multiple locations in Canada while also planning a global expansion.

Alo Yoga Entering Quebec Market Amid Ongoing Canadian Store Expansion

The US-based athleisure brand, similar to Lululemon, has launched a multi-store-per-city strategy in Canada as it enters the Belle Provence. 

From ‘Greedflation’ to Government Scrutiny: A Rollercoaster Year for Canada’s Grocery Industry [Op-Ed]

Sylvain Charlebois discusses how over the past year the Canadian grocery industry has faced unprecedented political scrutiny and intervention, while also saying there's potential for a re-emergence of unethical schemes.

West Edmonton Mall Continues to Expand Luxury Retail with Addition of Moncler; Tiffany Marks 10 Years

Italian luxury brand Moncler is the latest to join the massive shopping centre with retailers such as Louis Vuitton, Balenciaga and Gucci. The mall’s first luxury store, Tiffany & Co. is also marking 10 years. 

Canadian Consumers to Prioritize Brick-and-Mortar Retail into December [Report/Interview]

Electronics are among the top gifts, with moderate growth in the restaurant and grocery sectors expected while also noting a controlled promotional approach due to slowing inflation.

Salesforce’s Rob Garf Discusses Canadian Retailers’ Strategies Amidst Q3 E-commerce Slowdown [Report/Interview]

Garf discusses a report showing a 9% decline in Canadian e-commerce growth, indicating a consumer expectation for discounts in the upcoming months. He discusses a consumer shift and how retailers can address it.

Early Signs Point to a Strong Holiday Shopping Season in Canada Despite Economic Challenges

Reports indicate that last Saturday and Sunday saw the biggest surge in consumer spending so far, with predictions made as we head into December.

Specsavers Set to Reach 100 Canadian Locations in Early 2024, Expanding into New Markets [Interviews]

The eyewear retailer, which entered Canada in 2021, is rapidly expanding and looking to gain market share from established players.

Burton Snowboards Transforms Toronto Flagship for [ak] Collection as Brand Looks to Expand [Interview/Photos]

The high-performance AK collection is a new focus, with Burton planning to grow its retail presence in Canada with more stores in key markets.

Liz Rodbell Returns to Hudson’s Bay as President and CEO Following Sophia Hwang-Judiesch Departure 

Rodbell led Hudson’s Bay and Lord & Taylor from 2013 to 2017, and she returns at a challenging time for HBC. 

Upper Canada Mall in Newmarket Adding Tenants as Area Sees Rapid Population Growth [Interview]

The super regional centre, considered the leader north of Toronto, is adding new retailers and concepts to attract consumers.

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

RECENT articles

Why Policing is Not the Answer to Shoplifting at Grocery Stores in Canada [Op-Ed]

An expert discusses the need for addressing the root causes of theft rather than criminalizing those driven by economic necessity.

Open Air Retail Centres in Canada Seeing Lower Vacancies and Increased Tenant Demand [Study/Interview]

Stephanie Hannon of Colliers discusses a new report showing how open-air centres with ’necessity retail’ are performing better than other asset classes, partly due to a lack in online competition among other factors.

Pinterest Predicts 2024 Trends in Retail and Fashion from User Activity [Feature Interview]

Pinterest's annual trending report's in the past have been remarkably accurate, given nearly 500 million users.

Overall Retail Leasing and Investment Picture in Canada Remains Stable Despite Headwinds [Feature]

Experts discussed the Canadian retail industry at the recent Vancouver Strategy and Leasing, highlighting a strong market as well as potential challenges ahead as consumers struggle.

California-Based Wetzel’s Pretzels Plans Aggressive Expansion in Canada [Interview]

The popular foodservice chain has big plans for the Canadian market, including expanding outside of traditional retail locations.

Drop in Chinese Tourists Prompts Qiviuk Knitwear to Shift Retail Strategy [Feature Interview]

A significant reduction in Chinese visitors to Canada since the pandemic, exacerbated by political tensions, has a Canadian luxury brand innovating in various ways to target its core customer.

Enhancing Retail Environments: A Contemporary Feng Shui Consultant’s Insights on Design, Colour, and Visitor Experience [Podcast]

Craig and Mark Ainley discuss the profound impact of Feng Shui and flow on retail spaces. Mark highlights how subtle cues, from sharp angles to vibrant colours, influence consumer behaviour, emphasizing the importance of creating an authentic and inviting retail atmosphere.

Top Shopping Centres in Canada Evolving Experiential Elements to Grow Foot Traffic and Tenant Revenue [Interview]

JLL’s Senior Marketing Director, Property Management, discusses how creating unique experiences tailored to local markets helps drive overall asset value through increased footfall and productivity.

Mastermind Toys Acquired by Joe Mimran’s Unity Acquisitions, 18 Stores to Close 

Unity will acquire the majority of Mastermind Toys store locations following a bankruptcy filing, with a significant number of employees continuing with the business.

Active Gaming Facility ‘Activate’ Plans Rapid Cross-Canada Expansion with New Leases [Interview]

The company, known for its unique competitive socializing concept, aims to open multiple locations in Canada while also planning a global expansion.

Alo Yoga Entering Quebec Market Amid Ongoing Canadian Store Expansion

The US-based athleisure brand, similar to Lululemon, has launched a multi-store-per-city strategy in Canada as it enters the Belle Provence. 

From ‘Greedflation’ to Government Scrutiny: A Rollercoaster Year for Canada’s Grocery Industry [Op-Ed]

Sylvain Charlebois discusses how over the past year the Canadian grocery industry has faced unprecedented political scrutiny and intervention, while also saying there's potential for a re-emergence of unethical schemes.

West Edmonton Mall Continues to Expand Luxury Retail with Addition of Moncler; Tiffany Marks 10 Years

Italian luxury brand Moncler is the latest to join the massive shopping centre with retailers such as Louis Vuitton, Balenciaga and Gucci. The mall’s first luxury store, Tiffany & Co. is also marking 10 years. 

Canadian Consumers to Prioritize Brick-and-Mortar Retail into December [Report/Interview]

Electronics are among the top gifts, with moderate growth in the restaurant and grocery sectors expected while also noting a controlled promotional approach due to slowing inflation.

Salesforce’s Rob Garf Discusses Canadian Retailers’ Strategies Amidst Q3 E-commerce Slowdown [Report/Interview]

Garf discusses a report showing a 9% decline in Canadian e-commerce growth, indicating a consumer expectation for discounts in the upcoming months. He discusses a consumer shift and how retailers can address it.

Early Signs Point to a Strong Holiday Shopping Season in Canada Despite Economic Challenges

Reports indicate that last Saturday and Sunday saw the biggest surge in consumer spending so far, with predictions made as we head into December.

Specsavers Set to Reach 100 Canadian Locations in Early 2024, Expanding into New Markets [Interviews]

The eyewear retailer, which entered Canada in 2021, is rapidly expanding and looking to gain market share from established players.

Burton Snowboards Transforms Toronto Flagship for [ak] Collection as Brand Looks to Expand [Interview/Photos]

The high-performance AK collection is a new focus, with Burton planning to grow its retail presence in Canada with more stores in key markets.

Liz Rodbell Returns to Hudson’s Bay as President and CEO Following Sophia Hwang-Judiesch Departure 

Rodbell led Hudson’s Bay and Lord & Taylor from 2013 to 2017, and she returns at a challenging time for HBC. 

Upper Canada Mall in Newmarket Adding Tenants as Area Sees Rapid Population Growth [Interview]

The super regional centre, considered the leader north of Toronto, is adding new retailers and concepts to attract consumers.