TORONTO – Sleep Country Canada Holdings (SCC) continues to solidify its position atop this country’s mattress industry leaderboard after expanding its partnership with Walmart Canada and taking control of direct-to-consumer mattress purveyor Casper’s operations north of the border.
As part of its strategic growth roadmap, SCC will launch 10 new 500-square-foot Sleep Country Express and Dormez-vous Express spaces in seven Walmart Canada stores in Ontario and three in Quebec.
In its announcement, the publicly held retailer said, “This exciting expansion of the company’s sleep ecosystem, the first of its kind with a retailer, signals its ongoing commitment to broaden its customer reach and drive growth through channel innovation, strategic partnerships with the world's most well-known brands and exceptional customer experiences.”
Each of these mini-stores will offer cash-and-carry products as well SCC’s traditional mattress line-up delivered with its ‘white glove’ service. The initial ten stores, located in strategic locations, will enable the company to test, learn and optimize the concept with an eye towards expanding the concept into other Walmart Canada stores across the country.
“We are thrilled to deepen our partnership with Walmart Canada to provide new customers with a seamless journey to their best night's sleep as we expand our omnichannel footprint,” SCC president Stewart Schaefer said. “The launch of these ten new Sleep Country Express and Dormez-vous Express locations will help transform millions of Walmart Canada customers’ lives through the power of sleep by providing them with access to the world’s premier sleep brands for the first time in-store. We look forward to sharing our industry-leading assortment with even more customers, no matter where they choose to shop, as we execute against our aggressive growth roadmap.”
The launch of these express stores, he continued, builds on the successful first phase of the partnership between the two retailers, who joined forces in March 2019 to bring Sleep Country’s Bloom bed-in-a-box collection to Walmart.ca and to pop-up shops in the Greater Toronto Area later that year.
Walmart Canada now carries Sleep Country’s entire assortment of mattresses under $1,000 alongside a curated selection of sleep accessories on its digital marketplace. With an average of three million visitors per store location per year, SCC’s physical expansion into Walmart Canada stores will generate new revenue opportunities and increase profitability via a cash-and-carry model for in-store purchases.
Each express location will be staffed by Sleep Country-trained associates. Each location will offer a curated assortment of products, including bed-in-a-box, sheets, pillows, protectors, adjustable bases and headboards. Each location will also feature eight or nine traditional mattresses for customers to experience on-site.
SCC takes on Casper
In what it heralded as a ‘milestone’ announcement, SCC said it has signed a deal with the New York City-based Casper Sleep to become the direct-to-consumer brand’s exclusive distributor in the Canadian market.
Beginning next month, both of SCC’s brick-and-mortar banners – Sleep Country and Dormez-vous – will offer Casper’s core mattress collections in all of its stores from coast-to-coast.
In addition, Sleep Country and Casper have entered into a collaborative partnership for all Canadian sales flowing through Casper’s six Canadian retail stores and Casper.ca e-commerce platform.
“We are excited to embark on this new partnership with Casper and exclusively add their award-winning mattresses to our assortment. Channel and product innovation is a fundamental pillar of our strategic growth roadmap, and we are proud to expand our world-class offering to best suit every customer’s sleep needs,” SCC president Schaefer said.
“We are thrilled to announce Sleep Country as our exclusive retail partner for our most popular mattresses across Canada,” said Emilie Arel, Casper president and chief commercial officer. “As we strategically and thoughtfully expand Casper’s footprint, we aim to partner with respected retailers that possess unparalleled sleep and market expertise, and who prioritize a commitment to customer service. As Canada’s leading sleep retailer, I am confident that Sleep Country is the right partner for us to expand our distribution, while leveraging their nationwide logistics network and supply chain to efficiently serve the Canadian consumer.”
With the addition of Casper, SCC now offers a broad range of bed-in-a-box products. This includes its own brand, Bloom, as well as Simba – originally made in the United Kingdom – as well as Purple, the up-and-coming brand from the U.S. When coupled with Endy, which SCC acquired in December 2018 – this makes Sleep Country the dominant player in the e-commerce mattress market in this country.
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