Skip to main content
News

New concept in mattress retail launches at nine BrandSource locations!

Mega Group developed the BrandSource Sleep program to maximize mattress sales. Last night, eight BrandSource retailers held a special Grand Opening Gala of their new BrandSource Sleep galleries in nine markets across Canada.

April 23, 2022  |  By Katherine Kocur

Traffic was fueled by an extensive promotional campaign produced by Mega Group and customers were welcomed with hors d’oeuvres and refreshments, special offers and draws, plus a chance to win their purchase.

 

Tania Dionne, seasoned veteran in the industry and mattress merchandiser director at Mega Group since 2020, who orchestrated this new venture – the BrandSource Sleep program is her brainchild – is aiming to have 30 stores by the end of the year and 60 by 2024. Ms. Dionne says that the bedding industry is currently worth more than $2 billion dollars and with the 8% rise in Canadian households since 2016, the potential for explosive growth is there for the taking.

According to Dionne, BrandSource Sleep’s store-within-a-store galleries represent an innovative new concept in mattress retail, one founded on the consumer benefit of Sleep, Recover, Perform.

Rather than focusing on product characteristics, BrandSource Sleep treats the process of shopping for a mattress holistically, meaning that the real objective is better sleep, a key component to healthy lifestyle of which consumers are becoming increasingly aware.

 

Allison McLellan of McLellan BrandSource in Woodstock, NB, believes his new gallery addresses a real need. “Our customers lead very busy lives,” Allison observes, “and are more and more aware of the real heath benefits of better sleep. Thanks to our new BrandSource Sleep Gallery, we can offer our customers expertise on a wide choice of products to help them get the better sleep they need to recover and then perform at their very best.”

Another major advantage over the traditional method of mattress selling adds Dionne, is that it simplifies the process. “We want to make buying a mattress easy and delightful.”

 

Using a unique 5 Step Process, BrandSource Sleep’s trained Sleep Experts create a Comfort Profile for each customer.

 

Michel Tardif, whose stores in Beauport and St-Georges unveiled their new BrandSource Sleep galleries last night, states “The team was well prepared by studying each of the mattresses, bases, and pillows that were on demo or in the flyer.  The BrandSource training was used in our advisors’ approach to match that of the concept.  This 5-step system will help the team make more complete sales and demonstrate our professionalism in this department.”

Along with trained Sleep Experts and the 5 Step Process, the program is supported by a high-powered merchandising component that features top name brands, like Sealy, Beautyrest and Tempur-Pedic, plus a budget-friendly private label option, Concept ZZZ. The program will also feature a third brand with genuine star power, GhostBed. Based in Plantation, Florida, with a warehouse in Toronto, this mattress specialist has recently signed American tennis superstar Venus Williams as its spokesperson.

And, as mentioned earlier, the BrandSource Sleep program looks outside the box to include a wide selection of pillows, adjustable bases and accessories. No less important is the selling space itself which has been carefully designed by Mega Group veteran interior designer, Carole Vallières.

Tom Barber of Barber & Haskill in Midland, ON, loves the design of the gallery. He says, “It is clean and welcoming to customers. They can easily follow the steps with our staff, leading them to a better night sleep.”

 

In short, the BrandSource Sleep program positions the retailer as the local expert in sleep.

 

Viewed through the lens of over 55 years of “making independent retailers stronger”, the launch of a program to establish a network of local sleep experts is as much a natural evolution of Mega Group’s mission as it is an innovation in retail. And having the reputation of being a local expert is certainly nothing new for BrandSource retailers who have long histories and strong ties with their communities.

The eight BrandSource retailers that are among this first wave of openings range from Fort McMurray, AB with Harris BrandSource, to Woodstock, NB with McLellan BrandSource, plus points in between, like New Age in Weyburn, SK and Sleep Matters in Clinton, ON.

Below are the names of the eight BrandSource retailers who opened their BrandSource Sleep galleries last night:

  • Harris BrandSource Home Furnishings, Fort McMurray, Alberta;
  • Barber & Haskill, Midland, Ontario;
  • SleepMatters/Groves TV & Appliances, Goderich, Ontario;
  • McLellan BrandSource Home Furnishings, Lower Woodstock, New Brunswick;
  • Stubbe’s BrandSource Home Furnishings, Tilsonburg, Ontario;
  • New Age Home Furnishings & Electronics, Weyburn, Saskatchewan;
  • BrandSource Estevan, Estevan, Saskatchewan; and,
  • Meubles & Nous, Beauport and St-George-de-Beauce, Quebec

 

 

A second wave of grand openings is scheduled to take place in October.