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SCC launches Bloom and unveils e-commerce platform

 9 May 2017     Michael J. Knell 

TORONTO – This country’s largest mattress specialty retailer has jumped into the online world which, thanks to headline grabbing firms such as Casper, has been the industry’s leading disruptor over the past couple of year. Sleep Country Canada’s much anticipated e-commerce platform will serve as the home for its new Bloom bed in a box, Ploom pillows, a collapsible boxspring as well as a range of accessories such as sheets, duvets and headboards.

Bloom can be found via the retailer’s web site at

The site will also serve the company’s Quebec customers through the Dormez-Vous web site.

Sleep Country has jumped into the online mattress segment will the introduction of Bloom, its new mattress in a box, and the launch of its new e-commerce enabled web site.In a statement, the publicly-held merchant said it was proud to launch Bloom, its first mattress in a box offering. Its team of ‘Sleep Obsessed Experts’ used all 23 years of the company’s experience to create the mattress, which they believe will “help Canadians wake refreshed.”

Bloom is available online and delivered free to the customer’s front door. “All consumers need to do is unbox the mattress, let it ‘bloom’ and start dreaming,” the company said.

“Our Sleep Experts developed the Bloom mattress leveraging their extensive knowledge of sleep, Canadians sleep habits and a substantial amount of R&D resources to craft the best mattress in a box on the market. We’ve created a supportive and convenient mattress that Canadians truly want,” said Stewart Schaefer, chief business development officer for Sleep Country Canada.

For Sleep Country, the launch of the new Bloom and Ploom brands in addition to the e-commerce platform are designed to help reach young, tech-savvy Canadians who prefer to do their shopping online.

While admitting that online mattress buying is projected to be a small percentage of overall mattress business, Canada’s largest mattress retailer says it is now poised to dominate in the space.

Available in twin, twin XL, full, queen and king sizes, the company believes Bloom mattresses are competitively priced with the queen model priced at $995.

To differentiate from other online mattress providers, Sleep Country is encouraging consumers to test out a Bloom mattress at any Sleep Country or Dormez-Vous location. The product will also have a 10-year warranty – including a 100-night comfort guarantee – as well as access to Sleep Country’s customer service team.

In addition to rolling out its e-commerce platform, Sleep Country is continuing its expansion program having opened a new distribution centre in Calgary in early May. To date in the second quarter of 2017, Sleep Country has opened new stores in Calgary and Bolton, Ontario. It also added a unit to its Dormez-Vous network in Candiac, Quebec.

In total, the company currently operates 239 corporate stores across the country – 188 under the Sleep Country banner and the remaining 51 under Dormez-Vous.

Phoenix AMD
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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Home Goods and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

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