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Sleep Country adds Purple to instore and online assortment

 26 October 2020     Michael J. Knell 

TORONTO – Sleep Country Canada Holdings (SCC) will add the Purple Mattress to the product assortment offered at all 280 of its Sleep Country and Dormez-vous outlets across the country beginning next month under a new partnership pact signed with Purple Innovation, the Utah-based e-commerce specialist.

In a statement, the SCC noted “this exclusive partnership marks Purple’s first retail expansion into the Canadian market and further elevates Sleep Country’s extensive product assortment of premium sleep products that utilizes innovation and technology.”

The partnership will see this country’s largest mattress retailer offer four of Purple’s signature mattresses via its own e-commerce platforms, except Endy, with two being made available in-store, including the new Purple Plus mattress, which is being made exclusively for the Canadian market and was designed in collaboration with SCC’s own sleep experts.

In addition to the Purple Plus, SCC will offer the Purple Pillow, the Premier 3, Premier 4 and Hybrid 2 mattress to consumers beginning on November 10.

The Purple Grid, a patented technology designed to eliminate pressure points by being both soft and supportive, is the core component of all Purple mattresses, which will be available at all Sleep Country and Dormez-vous stores beginning next month.Since its launch in 2015 with the Purple mattress – which was ranked #1 in J.D. Power 2019 Mattress Satisfaction Report – Purple Innovation has won numerous accolades for its technology, customer satisfaction and marketing.

Its product assortment is built on the Purple Grid, a patented technology designed to eliminate pressure points by being both soft and supportive. The company's bold marketing approach has leveraged entertaining marketing campaigns that have gone viral racking up more than one billion views and wildly breaking through with American consumers.

“We are proud to be the exclusive Canadian retailer for Purple, a leader in sleep innovation that shares our vision of transforming the sleep industry through best-in-class quality sleep products,” Stewart Schaefer, SCC chief business development officer said in a statement.

“Purple’s innovative sleep technology, exceptional digital experience and award-winning creative marketing is a winning combination that we believe will be quickly embraced by our customers,” he continued, adding, “Teaming up with Purple will also further advance our strategic initiatives to become Canada’s leading sleep digital retailer. With our expanded online platforms and our 280 locations, we continue to strengthen our leading position to serve Canadians any way they prefer to shop, by offering them the largest collection of the most relevant international brands, both online and in store.”

Other international products currently being offered by Sleep Country include boxed mattresses from Simba from the United Kingdom and Dormeo, a brand launched in Slovenia. SCC also markets its own bed-in-a-box under the Bloom brand name.

"As Canada’s leading mattress retailer, Sleep Country is the perfect partner to physically expand our footprint internationally and help even more people around the globe achieve a better night’s sleep," Purple chief executive officer Joe Megibow said.

Purple first tried to enter the Canadian market in mid-2017, announcing it would ship product north of the border and sell to consumers here in Canadian dollars. However, its not clear how successful those efforts have been. The company’s performance in this country is rarely, if ever, mentioned in any of its recent reports to the U.S. Securities & Exchange Commission.

According to recent public statements, Purple Innovation had revenues of US$287 million for the first half of 2020, making it one of the biggest players in the U.S. e-commerce mattress sector. Only Amazon, Casper and Nectar are believed to have higher sales in the market south of the border.

There are no reliable sales figures for the Canadian e-commerce mattress market, although Home Goods Online believes they were about $100 million in 2019.

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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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