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Endy partners with Urban Barn

 19 February 2019     Michael J. Knell 

TORONTO – Consumer wishing to try out an Endy Mattress can do so in one of 37 Urban Barn locations across the country, under a new alliance signed between the new e-commerce division of Sleep Country Canada Holdings and the Vancouver-headquartered contemporary furniture and accessory specialist.

“We are thrilled to partner with Urban Barn to roll out showrooms across the country,” Endy chief executive officer Mike Gettis said in a statement. “Through this partnership, we look forward to expanding our reach to even more Canadians. Now, customers can experience Endy online as well as in physical Urban Barn locations for a truly omni-channel shopping experience, with all Endy customers able to enjoy our in-home 100 Night Trial.”

Endy mattresses and pillows will now be sold at some 37 Urban Barn locations across the country, thanks to a new partnership the two companies have signed. “As a Canadian owned and operated company, we are thrilled to partner with Endy as they share our values and drive to deliver quality products to Canadian consumers,” Ainslie Fincham, director of marketing for the 55-unit Urban Barn, added. “Endy’s reputation and fan-favourite products are a wonderful addition to our assortment of furniture and home décor. We are excited to offer our customers official Endy showrooms across the country, alongside endless design inspiration within our stores.”

Although Urban Barn has an extensive assortment of linens and other bedding products both online and in-store, this is believed to be the first mattress they’ve featured on their floor.

Many e-commerce mattress brands have been forging brick-and-mortar partnerships in recent months. For example, Casper has entered alliances with Indigo, as well as EQ3 and Hudson’s Bay. Simba, the U.K. e-commerce mattress purveyor recently signed on with Sleep Country Canada.

While customer will be able try out Endy mattresses and pillows at Urban Barn, should she decide to buy, she will be given a unique promotional code to use when placing her order at

In announcing the venture, Endy and Urban Barn described themselves as two proudly Canadian companies that share similar founding stories and brand values. Both were launched by childhood friends who built companies focusing on bringing premium products to Canadian consumers.

Both are also committed to community giving and charity partnerships. Among other social initiatives, Endy works with dozens of charity partners to donate new and gently-used mattresses to families and individuals in need, including new refugees to Canada, women and children exiting the shelter system, and youth transitioning out of homelessness.

Urban Barn has engaged in numerous social programs, including the Shelter Rejuvenation Project, where they transformed spaces within five Canadian shelters, and the Blanket the Country campaign, where they raised funds and awareness in support of animal shelters and SPCAs across the country.

When Endy was acquired by Sleep Country Canada Holdings, execs for both firms stressed each would remain separate and wouldn’t be working together on a day-to-day basis. The agreement with Urban Barn is an example of that, as Endy could have used Sleep Country and Dormez-vous to enter the physical retail space.

Gettis and Rajen Ruparell, Endy co-founder and chairman told BetaKit – the online technology news service – when the acquisition was announced late las year that Endy would look at brick-and-mortar in its own way and in keeping with its own approach to the market.

“The spirit of the deal was the fact that we have a lot of respect for their heritage and the stuff [Sleep Country] has built, but they have a lot of respect and understanding that we are experts in our field, which is building an ecommerce brand,” Ruparell told BetaKit. “That is very different than the Sleep Country brand. So, what made this easy for both of us was the neutral aspect and the ability to allow us to continue on our own path without the interference of the other. I think there’s an opportunity to lean on each other with learning but that will come over time.”

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This HGO article was written by:
Michael J. Knell
Michael J. Knell

Michael is the publisher and editor of Home Goods Online. A seasoned business journalist, he has researched and written about the furniture, mattress and major appliance industries in both Canada and the United States for the past three decades.

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