Canadian-made mattress company Endy, which since its launch in 2015 has developed its brand as an online retailer, is now moving into traditional retail space with the launch of its first retail store at CF Sherway Gardens in Toronto in early November.
Endy’s expansion into omnichannel retail is a reflection of its impressive growth and broad brand awareness that will resonate with consumers while creating new opportunities for product education and demonstrations, said the company.
Alexandra Voyevodina-Wang, Endy President and General Manager, said “there are a few mattress stores already in the mall and the mall’s known for a fairly high foot traffic so we’re happy to be joining that group.
“We’re very customer focused and we always have been as part of our DNA. And we recognize that some customers just prefer to shop in person and we think it would be really complementary to our ecommerce presence to have a specific location where people can touch and feel and interact with our product in person and check out however they wish – whether they choose to go home and check out online or take the products right there with them.”
At the end of 2018, Sleep Country Canada acquired Endy.
Endy has worked with a handful of partners over the years such as Indigo but it never offered its entire collection in those stores.
“We’ve seen immense growth since the ecommerce started to pick up as a result of the pandemic and as a result of adoption of ecommerce,” said Voyevodina-Wang. “And we’ve seen some continued success and we’re really proud of all the products and all the mattresses that we’ve been able to get into Canadian homes and getting more Canadians sleeping better on their Endys.
“We’re really excited about this next phase of a more traditional retail footprint because we are very excited about even more Canadians being close to our brand.”
The first store will open November 9 at CF Sherway Gardens in about 1,000 square feet of space. It is located through Entrance 5. Some stores that Endy is located by are Casper, Adidas and MAC.
“We’re really excited to see how this one does. We’re going to listen to our customers and we hope to grow from there and continue to expand and bring the physical feel and experience of Endy across the country,” said Voyevodina-Wang.
“It does feel like it’s a starting point. Sherway specifically does have high foot traffic which we’re excited about and it’s also in one of our largest markets the GTA so it felt like the right place to start. But we do believe it’s just the beginning.
“We will be showcasing all of our mattresses, all of our accessories and we will be testing out some new exciting products in-store specifically and looking for customer feedback on those.”
She said the brand continues to resonate with consumers because of a balance between the quality of product it has introduced at a price point that is accessible to many Canadians and the trust the brand has built.
“We really engage with our customers and we really listen to feedback and make sure that we can continue to bring forward products that resonate with the Canadian market,” she said. “We also develop all our products for the Canadian market specifically and I think that shows.”
Voyevodina-Wang said Endy works collaboratively together with its parent company Sleep Country.
“There’s obviously a lot of similarities and a lot of differences between the businesses and I think we’re lucky to have a parent that allows us to continue to operate independently and continue to build the Endy brand very separately from Sleep Country,” she said.