First Storefront for Upscale Sleep Country Canada Concept ‘the rest’ Launches in Toronto [Photos/Interview]

Date:

Share post:

Canadian retailer Sleep Country has introduced its latest concept, the rest, with the first store opening at the Yorkdale Shopping Centre in Toronto.

The new ultra-premium concept offers customers with a discerning taste for the finer things in life, a collection of luxurious, hand-crafted and exclusive products. The 2,100-square-foot retail boutique intends to immerse customers with a bespoke shopping experience providing them with the utmost personal care and guidance to find their absolute best rest.

“Our new brand, the rest, will redefine luxury and sleep for those who know a good night’s sleep is priceless,” said Stewart Schaefer, President and CEO, Sleep Country.

Stewart Schaefer, President and CEO, Sleep Country, in the new Yorkdale store. Photo supplied
the rest at Yorkdale Shopping Centre (Image: Sleep Country Canada)

“From the moment you walk in the door, customers will be transported by the sheer luxury we have carefully curated. Our team has been focused on getting every little detail right within the collection – meticulously selecting the world’s most exquisite materials, artisanal designs, and sophisticated technology for our discerning customer – these beds are a work of art.”  

He said the rest’s luxury sleep experience is expected to be rolled out in other key markets across the country.

Schaefer said premium luxury bedding is a growing segment of the market – about a $10 billion market.

“And it’s actually accelerated dramatically since COVID because people started to invest more in health and well-being and they started to invest more in premium bedding. We’ve seen it in our normal Sleep Country stores but there’s been little specialty, premium bedding boutiques popping up throughout the United States and Europe. So this is something we’ve had an eye on for a while,” he said.

“The timing of this worked out really well because there was a location that we wanted literally on the footsteps of Restoration Hardware which is in the Yorkdale mall – one of the nicest premium malls in the entire country and location wise it was perfect. We believe that the premium bedding market is a huge opportunity for us and Sleep Country is a great brand that transacts anywhere from call it $299 up to $5,000 and the rest will continue and be anywhere from $3,000 up to $50,000. So it’s a step up.”

Schaefer said the company will likely grow the rest brand to between six to eight locations in Canada in the next three years.

the rest at Yorkdale Shopping Centre (Image: Sleep Country Canada)
Yorkdale mall map with ‘the rest’ location circled in red. Click image for interactive mall map

Sleep Country is Canada’s leading specialty sleep retailer with a purpose to transform lives by awakening Canadians to the power of sleep. Sleep Country operates under the retailer banners; Sleep Country Canada, Dormez-vous, Endy, Silk & Snow, Hush and most recently acquired, Casper Canada. The company has omnichannel and ecommerce operations, including 300 corporate-owned stores and 19 warehouses across Canada.

“Yorkdale Shopping Centre is known for embracing innovation, luxury and style, and provides an elevated consumer experience you can’t get anywhere else,” said Robert Horst, Vice President, Retail, Oxford Properties. “The rest is a first-to-market concept at Yorkdale that complements our exclusive range of luxury home décor retailers. We’re delighted to welcome the rest among the new brands opening at Yorkdale this year.”

Sleep Country describes the new concept as “sophisticated, and elegant with an exclusive and carefully curated selection of only the finest in sleep offerings.”

The rest at Yorkdale in Toronto. Photo supplied
the rest at Yorkdale Shopping Centre (Image: Sleep Country Canada)

“Exclusive products, curated collections. With a selection of hand-crafted products only available at the rest, customers will be able to choose from the world’s most luxurious mattresses. Across the curated collection, many of the mattresses are hand tufted and made from the highest-quality materials, including horsehair, with its natural antibacterial properties, soft durable Joma wool, moisture-wicking Alpaca, and Cashmere,” it says.

“Works of art, the finest attention to detail. Beyond mattresses, the rest’s sleep concierge will help customers choose the perfect bed and accessories from a finely curated selection of ultra-premium quality brands. From SFERRA’s Italian master crafted bedding collections to personalized duvets, the rest will allow customers to truly tailor their at-home sleep experience.

“White glove, concierge service. Located in Canada’s premier shopping centre, the rest’s first store will be just steps from the largest collection of global prestige brands available in the country. In keeping with discerning expectations, from the moment a customer interacts with the brand, the rest will deliver a tailored, personal service, providing guidance and care in helping customers find their absolute best rest.”

Sleep Country Canada Launching ‘The Rest’ Luxury Concept Store, Targeting Upscale Demographic [CEO Interview]

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From The Author

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

Related articles

Iconic Flo’s Diner in Toronto’s Yorkville Forced to Close After 33 Years Amid Landlord Dispute 

Retail Insider interviewed Flo’s co-owner who discusses the “heart wrenching” situation where he is being forced to close his business that began on Bellair Street in 1991.

Anatomy of a Leader: Teresa Spinelli, Owner of Alberta-Based Italian Centre Shop Ltd.

Spinelli discusses her leadership of the popular retailer which has expanded over the years, describing how she struggled to run the company at first and grew to love it.

Upscale Canadian Fashion Brand SMYTHE Expands with New Standalone Calgary Store [Interview/Photos]

It's the second store location for the Toronto-based brand, which is seeing success with its exclusive womenswear collections.

Toronto’s CF Sherway Gardens Hits Sales Milestone with Exciting Retail Growth and Future Plans [Interview]

The shopping centre is adding new retailers as sales per square foot hit an all-time high, with plans to re-tenant Nordstorm as foot traffic grows following Eataly's opening in the mall a few months ago.

ECS Coffee Opens Canada’s Largest Coffee and Espresso Equipment Gear Showroom and Retail Space in Toronto [Interview]

The new Etobicoke location is unique to Canada if not North America, according to its founder, with coffee roasting, equipment showroom, over 500 varieties of coffee, Youtube studio and various in-store experiences. He has plans to expand the concept nationally.

New Loblaws City Market Opens in Vancouver’s ‘The Post’ Building, Adding Grocery Competition to the Downtown Core [Podcast]

Craig and Lee discuss the opening of a new Loblaws City Market in downtown Vancouver's renovated Post building, and they explore its potential impact on local grocery shopping.

Loblaw Announces $2 Billion Investment in Canada for 2024 with Dozens of New Stores and 7,500 New Jobs [Expert Comment]

The retail behemoth will be growing substantially this year, following backlash over profits as inflation continues to impact Canadians.

Dubai-Based Asian Street Food Concept ‘Wok Boyz’ Expands into Canada with Plans for Multiple Locations [Interview]

The company's founder says the popular concept, with personalized meals, has an opportunity to grow substantially with its high-quality ingredients and theatrical flare, complete with fiery customer-facing woks.

Calgary Surge Basketball Team Launches Innovative Pop-Up at CF Chinook Centre to Boost Community Engagement [Interview]

The retail activation, which opened this month, is resulting in heavier foot traffic in a quieter part of the mall.

Upscale Pusateri’s Fine Foods to Close Yorkville Grocery Store in Toronto After 20 Years

The 5,500 square foot store opened to much fanfare in 2003, with valet parking, private chefs and pricey goods. 

Loblaw and Walmart Could be Forced to Adhere to Grocery Code of Conduct with Legislation [Op-Ed]

Sylvain Charlebois says that it's rare for all of Canada's political parties to agree, signalling a shift that could force grocers to comply amid record inflation.

Factory Direct to Shut All 14 Stores Amid Bankruptcy, Liquidation to Begin Saturday

The company, founded in 1995, is one of Canada’s largest privately owned discount retailers which struggled with declining sales and increasing costs following the pandemic.