BOSTON, Massachusetts – Online furniture powerhouse Wayfair has jumped into the bed-in-a-box segment with the launch of Nora, offering consumers living in the Greater Toronto Area free, two-day delivery.
In a statement, the e-commerce specialist said Nora will provide “the best quality sleep experience at the best value backed by Wayfair’s commitment to customer service excellence.”
The rolled-foam mattress offers 12 inches of comfort – including four support and breathable layers – at a retail price point of $719 for a queen size bed. It is also being offered with 100-day trial, a no hassle return policy and a ten-year warranty.
“In the past, shopping for a mattress was complicated. It meant visiting a store and testing dozens of options, while also comparing prices to see which retailer offered the best value,” said Steve Oblak, Wayfair’s senior vice president and general manager. “As a leader in e-commerce, we’re focused on simplifying the way people shop for the home – whether it’s for furniture, décor or a new place to sleep. With Nora, we’ve eliminated the guesswork and made it easier and fun to shop for a premium mattress. In two days or less, Nora arrives on doorsteps and can be easily unboxed in minutes.”
Although the actual producer wasn’t identified, Nora is made exclusively for Wayfair and is composed of two layers of high-density foam to provide an optimal balance of support and pressure relief, while a cooling layer of Jade-infused fabric regulates body heat, providing a cooler surface for sleep.
Wayfair introduced Nora after conducting a consumer survey about their sleeping and mattress buying habits. The company noted 39% of respondents said their keep their mattress for between 10 and 15 – which is longer than the U.S. National Sleep Foundation’s recommendation of nine to ten years – while 67% said the cost of a new mattress has kept them buying one.
In another fun fact, Wayfair noted that 34% of respondents – that’s one in three – admitted to having had a disagreement with the partner over the comfort of a mattress while 47% have kept a mattress after spilling food or drink on it and 33% have kept it after someone had an accident on it and 23% after someone has gotten sick on it.
Available to Wayfair shoppers in both Canada and the U.S., Nora comes in all standard sizes ranging from Twin XL to California King.
Wayfair joins a growing list of Canadian furniture and mattress retailers adding a bed-in-a-box to their assortments. Sleep Country Canada launched Bloom this past May while Leon’s offers the Squeeze collection from Kingsdown Canada on its web site. There are also a number of pure play e-commerce players operating in the Canadian market including Endy Sleep, Novosbed and Naked Mattress. Casper has been active in the Canadian market since late 2014.
While publicly-held, Wayfair doesn’t disclose its sales in Canada in its filings to the U.S. Securities & Exchange Commission (SEC). Canada, along with Germany and the United Kingdom make up its ‘international segment’ which had combined sales of US$228.6 million for the first six months of 2017, compared to US$95.7 million for the first half of 2016.
Total company revenue for this year’s first half was US$2.08 billion with a declared net loss of US$95.4 million or US$1.10 per share.
In its report to the SEC, Wayfair noted for the first six months of 2017, it had slightly more than 9.5 million active customers. It delivered some 8.5 million orders during that period with an average order value of US$241.
The company launched its Wayfair.ca operation in January 2016.
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