This country’s largest specialty bedding retailer is celebrating three decades in business.
To commemorate this significant milestone, Sleep Country Canada commissioned market research and analytics firm Leger to conduct an in-depth survey about evolving sleep preferences and behaviours and how sleep affects different aspects of Canadian lives.
“As we mark our 30th anniversary, we not only celebrate our journey and unwavering commitment to better sleep but also reflect on our nation’s current sleep quality and how Sleep Country Canada can continue leading the way in sleep innovation and solutions for all Canadians, for the years ahead,” says president and CEO Stewart Schaefer.
According to the survey, half of adults in this country — a figure representing nearly 16 million people — said they have trouble sleeping, with more than 80 per cent not feeling well rested when they wake up and two-thirds citing mood swings, lower energy and decreased productivity as the most common side effects of a bad night’s sleep.
Sixty-five per cent of those surveyed recognize the deep connection between sleep and mental well-being. Two-thirds of Canadians notice a dramatic mood boost after a good night’s rest.
Nearly four out of five (78 per cent) adults stated poor sleep contributes to feelings of anxiety and depression.
Further, nearly one in three adults are less satisfied with their sleep habits than they were just a year ago, with stress, mental overactivity and room temperature topping the list of sleep disruptors.
Technology has significantly disturbed the sleep patterns of more than half of Canadians over the past five to 10 years, with more than 60 per cent reporting an impact. Interestingly, four in 10 Canadians stated they use technology to improve their sleep, such as meditation or relaxation apps, sound machines, white noise apps and sleep tracking apps, highlighting the complex relationship between technological devices and people’s well-being.
In a bid for better sleep, 50 per cent of Canadians avoid caffeine and heavy meals before bed, and create cozy sleep environments to build healthier bedtime routines.
For more than 90 per cent of Canadians, their bed isn’t just for sleeping — it’s a sanctuary of comfort and relaxation.
Mattress satisfaction is closely related to sleep quality. Canadians who are extremely satisfied with their mattress are 30 per cent more likely to report high-quality sleep.
“(These) insights will guide us as we continue to educate Canadians on the importance and power of sleep,” says Schaefer.
Earlier this summer, Sleep Country Canada kicked off its anniversary with a marketing campaign, which turned the camera on consumers to capture their special ‘happy birthday’ moment in the intimate space where laughter, tears, triumphs and dreams come to life, and where the brand’s mattresses have been a steadfast companion.
As part of the second half of its celebrations, Sleep Country Canada launched a 30th anniversary event featuring throwback pricing and deals aimed at giving back to the customers who have supported the brand over the years. The commercial campaign features two spots, where Sleep Country Canada’s co-founder Christine Magee steps back into the advertising spotlight after previously representing the brand since it began 30 years ago.
“We wanted to reconnect with the roots of our brand, blending the retro vibes of the ’90s with fresh creativity,” says Nuno Bamberg, senior vice-president of brand and marketing. “This campaign is about taking our customers on a journey through time, back to where it all began, and sharing that nostalgia with them.”
Since its founding in 1994, Sleep Country Canada has grown to become a nationwide brand with omnichannel and e-commerce operations, including 307 corporate-owned storefronts and 18 warehouses across the country.
The sleep specialist operates under the retailer banners Sleep Country Canada, Dormez-vous, The Rest, Endy, Silk & Snow, Hush and Casper Canada.
This past July, Sleep Country Canada reached a deal to be sold to Fairfax Financial, a subsidiary of an insurance-focused conglomerate. The $1.7 billion agreement received final court approval in September, and the deal closed Oct. 1, with Fairfax acquiring all issued and outstanding common shares of Sleep Country Canada for $35 per share and taking the retail giant private.