There is no rest for local brands of mattresses, as they want to stand out in such a busy market.
Instagram is used by many brands of mattress-in-a-box, such as Haven Mattress Co., to promote their products. An image from an Edmonton-based boutique owner advertising Haven is part of such an Instagram Story.
Champ mattress-in-a-box on brands is facing O.G in a complicated industry, well. Douglas vs endy mattress can be analysed.
A DTC mattress-in-a-box class has been flooded with undertakings looking to cash in with this new gold rush with such a low barrier-to-entry. CNBC claims that there are currently a total of 175 companies, with little to no way to separate them.
Entry ease means brands with slick marketing might be able to persuade Canadians to purchase a mattress from them at least one time, but if there is no good product to back that up, most of them won’t be around for a long haul, said Haven Mattress Co. Scott Amis, managing director.
“The entry price is a blessing, but it is also a challenge,” says Amis, who launched his business in 2016 with mattress-in-a-boxes. “You get such a bunch of college grades saying,’ let’s have a bunch of polyurethane & put a great logo on it & get some fashionistas to talk about it.’ But, yeah, this is going to sell for definitely in the short term, however, the reorder rate on the above item will likely not be that high.”
Although Casper & Endy executives have & continue to spend aggressively on everything from digital marketing to OOH ads and pop-up stores, smaller Canadian upstarts frequently run on marketing budgets that are shoestring. For example, Haven has developed a unique way of differentiating itself through its product line, making a vegan mattress & putting the popular front-and-centre money-maker in its messaging.
“We are using foam based on plants. That was not on the radar of people in 2016, however as you develop it[ they will come], you know, “Amis says. “We’re a luxury brand, more costly, but we find people don’t mind paying more if that money has been spent on ingredients.” (However, the company was revolutionary at the time as American actress Gwyneth Paltrow’s trend-setting Glop newsletter recently celebrated vegan mattresses.)
Through an ongoing relationship with Bryan & Sarah Baeumler of HGTV Canada fame, Haven has tapped the influence of a Canadian popular couple to help have the word out about their product. Partnering with the performers of several home-and-garden thematic reality shows that “it’s a good aim for us because the statistics of [ HGTV] indicate links to people who are joining this bed-in-a-box market,” notes Amis. Paradise mattresses have been published on HGTV’s Island of Bryan Television show (where the pair restores a rundown retreat) and the Baeumler clan has recently appeared in posts promoting vegan mattresses on Haven’s Instagram page.
Goodmorning.com (recognized as Novosbed until being changed in April) has concentrated on becoming a unique selling point of its company, producing several brands of mattresses, each addressing a different customer group through cost and product compatibility/performance. Brunswick, Douglas, Logan & Cove, Juno, Recore& Novosbed are the 6 brands of the Edmonton group.