TORONTO – In a bid to solidify its leading market position and strengthen its e-commerce presence, Sleep Country Canada (SCC) has unveiled A Bloom for Every Room, an aggressive bid to gain share in the industry’s fast growing product category by rounding out its Bloom bed-in-a-box collection.
The publicly-held sleep specialist added three models to the line-up – Air, Mist and Earth – priced at $395, $595 and $795 in queen to round out their original Bloom at $995.
In a statement, SCC said that since its launch in May 2017, Bloom has become one of its top performing mattresses and the expansion gives them product for every room in the home and every budget – from the master suite to the dorm room.
"Sleep Country has always prided itself on bringing quality bedding to all Canadians ‘one bed at a time’,” said Stewart Schaefer, SCC chief business development officer. “With the launch of our original Bloom, our Sleep Innovators took their time to create the best mattress-in-a-box in the world. Their focus was on designing a very comfortable bed, with premium layers of comfort, that not only was affordable, but convenient to order either online or in-store with free shipping. It has been a real success, and now by popular demand, due to our customers’ requests, we have decided to expand the line up to include a range of Blooms that will appeal to all budgets and for all rooms in your home.”
In early June, SCC announced it has entered into an agreement to be the exclusive distributor of Simba, one of the largest bed-in-a-box purveyors in Europe. Made in the United Kingdom, Simba is a unique hybrid mattress-in-a-box that combines responsive memory foam with the support of 2,500 patented conical pocket springs.
SCC said it’s a great complementary product to Bloom and with a retail price point of $1,400 occupies the high-end of its e-commerce effort.
“At Sleep Country, we believe that we must always put our customers' needs first, and in these fast paced times, being able to service them any way they would like to shop is integral. As leaders in the mattress industry in Canada, the mattress-in-a-box market is a strategic growth opportunity for us,” Schaefer said. “We are excited to introduce our brand to a whole new segment of consumers that are looking for affordability, convenience and trust when buying a new bed.”
He then cited a recent RBC survey that found approximately 69% of respondents would purchase a mattress online – but some 43% or so of them would only do so after trying it first in a store.
With over 250 convenient locations across the country and growing, Schaefer said SCC has an advantage in the category as few of its competitors can offer the consumer the ability to take a nap in store before ordering their bed on location or online – besides which he said with their 100 Night Comfort Guarantee and ten year warranty, theirs’s is the only 100% risk-free option for buying a bed-in-a-box.
Each Bloom is available in twin, twin XL, full, queen, and king sizes.
At $395 for queen, Bloom Earth is the entry-level mattress and is crafted with gel memory foam plus an additional foam support layer.
Next up is Bloom Mist at $595 for queen. It features an extra inch of gel memory foam for comfort, while an upgraded charcoal-infused base foam provides enhanced temperature regulation.
Bloom Air offers a combination of plush gel memory foam and aerated memory foam for additional support and comfort at $795 for a queen-size mattress.
Bloom Cloud is SCC’s original bed-in-a-box. At $995 for a queen, it features enhanced lumbar support with advanced gel memory and latex foam.
As of June 7, Sleep Country operated 252 stores and 16 distribution centres across the country. In Quebec, it operates under the Dormez-vous banner.
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