Endy to open western D.C.
TORONTO – Mattress-in-a-box brand Endy will soon open a distribution centre in a Vancouver suburb to support its growth in Western Canada, according to a report published last week by Retail Insider, which is also reporting it is currently enjoying year-over-year sales growth of 300%, the result of both expansive marketing efforts and consistently high ratings among purchasers.
“We are excited to announce the opening of our Western Canada distribution centre, which will enable us to deliver even faster on our promise of a better sleep for all Canadians,” Mike Gettis, Endy’s chief executive officer was quoted as saying. “This investment will ensure our customer experience is exceptional across the country, from first click to delivery, and marks a major milestone in our evolution from a start-up to a truly national brand.”
The new distribution centre will be in Langley British Columbia and serve customers in Alberta, B.C., Saskatchewan, Northwest Territories and the Yukon. Gettis said Western Canada is Endy’s biggest growth region with Calgary being its second-fastest growing market as well as its second largest market for overall sales, trailing the much larger city of Toronto.
The new D.C. will allow Endy’s delivery time to be cut in half – to just three days or less. Endy’s other distribution centre is in Mississauga.
The Langley D.C. also means customer service hours will be extended for western time zones, which is critically important for growth, Gettis said.
Founded in 2015 as an online ‘sleep brand’ focused on the Canadian market, Gettis told Retail Insider the company is in line to do $50 million in sales this year – about 10% the sales volume of Sleep Country Canada, the largest bedding retailer in the country with more than 250 brick-and-mortar stores as well as e-commerce.
Gettis also said Endy has partnered with dozens of independent retailers across the country to display its bedding offerings so that consumers can touch and feel the product, adding the company will eventually look to open its own standalone stores, though it’s continuing to focus in the meantime on its explosive online growth as well as its brick-and-mortar partnerships.
Endy is also building a reputation as an aggressive advertiser – initially focused on urban areas with the young urban professional being an important target market. Expansive campaigns with entities such at Toronto’s TTC has seen Endy advertising occupy entire subway cars, no doubt helping build brand awareness among those who use Canada’s largest transit system. It is now expanding its advertising to suburban and other parts of Canada.
It also recently partnered with Snap Inc. to deliver the first Snap Ads in Canada to ‘swipe up’ to a branded 3D World Lens.
The lens features an augmented reality (AR) animation of a panda – known for sleeping up to 16 hours a day – as it unboxes an Endy Mattress. Users can unlock the lens for 24 hours at a time by swiping up on an Endy Snap Ad or using Snapchat's in-app camera to scan Endy’s unique Snapcode, available at endy.com/snap.
Endy is the first Canadian brand to launch a 3D World Lens through Snap Ads, and the first Canadian brand to design an AR 3D World Lens through Snap Inc.'s Lens Studio. The lens was designed entirely in-house.
“Endy is always looking for innovative and exciting ways to reach our customers,” said Aashish Nathwani, Endy marketing director. “This lens allows us to connect with customers in a new and engaging way, by putting the joy of the Endy unboxing right in Canadians' pockets.”