Silk & Snow hits the floor at EQ3

TORONTO – Direct-to-consumer mattress retailer Silk & Snow has broken into the brick-and-mortar segment after signing a new strategic alliance with EQ3, the contemporary furniture manufacturer and retailer based in Winnipeg.

Silk & Snow, which bills itself as an environmentally conscious sleep and wellness brand, will be offered by EQ3 both on its digital platform and on the floor of its 16 stores across North America, including 11 in Canada and five in the United States.

Before taking on Silk & Snow, EQ3 carried the Casper mattress brand, the Canadian distribution rights for which were taken over by Sleep Country Canada Holding late last summer.

“But as a Canadian brand with a keen interest in sustainability, we’re very excited to be partnering with Silk & Snow, a Toronto-based company with such a steadfast commitment to environmental responsibility,” Jill Winograd, EQ3 vice president of sales and merchandising told Home Goods Online in an e-mail.

Winograd also noted that “as a Canadian brand, we’re always looking out for other local companies to collaborate with, especially when they share our passion for producing quality products. EQ3 is very familiar with bedding and mattresses as a product category, having carried these items for years, and we’re confident that Silk & Snow will be a welcomed addition.”

“Expansion into retail stores has always been a goal for us and we are very excited that we get to make this transition and bring our unique product offering into EQ3, a fellow Canadian company,” Silk & Snow co-founder Albert Chow said in a statement. “As a company that designs and produces products with better materials, conscious manufacturing, and transparency at our core, we are committed to providing customers with the high-quality, modern design that they expect from EQ3 brands.”

Formerly, Silk & Snow customers largely had to rely on the e-commerce space alone to purchase their eco-conscious bedding items as the brand had one showroom in downtown Toronto. Customers can now opt to visit EQ3 locations to test out Silk & Snow bedding before bringing it home the same day.

Winograd also noted Silk & Snow fits nicely into EQ3’s go-to-market strategy.

“As manufacturers and retailers of the full range of bedroom furniture, we see Silk & Snow’s bedding as a way our customers can truly ‘finish’ their space, down to the extra blanket they might store in their dresser for colder months,” she said, adding, “To support the decision-making process, we’ll ensure we have mattresses available for testing in-store across EQ3 location, knowing that customers tend to feel more confident purchasing mattresses they’ve been able to experience first-hand.”

She noted all EQ3 showrooms will carry a selection of Silk & Snow’s mattresses, duvets, pillows, and weighted blankets. “Our Winnipeg and Toronto Liberty Village showrooms will offer an expanded assortment featuring additional bedding options including sheet sets, pillowcases, and more,” she said.

“EQ3 strives to provide timeless, consciously manufactured furnishings to customers around the globe,” Winograd continued. “We are excited to partner with Silk & Snow, a fellow Canadian brand that shares our values of quality, transparency and collaboration, and bring their mattresses and bedding directly to consumers.”

Related Story: EQ3 opens flagship store

Related Story: E-tailer Silk & Snow launches wood bedroom furniture line

---