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


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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.


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