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Leesa Sleep is expanding their physical footprint with a partnership with Hudson’s Bay department stores in Canada. Now shoppers there will be able to see, feel, and test rest Leesa mattresses and pillows in 78 Hudson’s Bay stores across the country. Hudson’s Bay joins West Elm, another Leesa partner that offers Leesa products in 80 stores across the U.S as well as through their website.
As a certified B corporation, Leesa is part of a global movement to use business as a force for good in local communities and the world. Their expansion to brick and mortar stores, including their own Dream Gallery stores, reflects their confidence that having a physical presence will not only increase overall sales but also expand their charitable reach into local communities. Through their “One-Ten” social impact program, Leesa will donate one mattress for every ten sold through Hudson’s Bay and West Elm as well as through their own website and Dream Gallery stores.
Originally an online-only mattress company, Leesa joins several digitally-native mattress brands who have opened their own stores, showrooms, or partnered with brick and mortar retailers to become click and brick retailers.
Previously online-only mattress brands are joining a huge migration to offline locations by retailers across a range of industries. In fact, according to a report by the commercial real estate firm JLL, digitally-native retailers plan to open 850 physical locations in the next four years. That’s good news for shoppers who still enjoy the traditional experience of shopping. While online shopping has revolutionized the way we shop, brick and mortar retail still makes up 90% of retail sales in the U.S.
It may seem counterintuitive to click on the “Stores” tab for online retailers. But online-only retailers, especially those in the bedding industry, seek more and more to accommodate consumers leery of buying mattresses sight-unseen. And that translates into increased online sales since consumers feel more comfortable clicking the “Buy” button after they’ve tested out their favorite mattresses.
But showrooms are not just about test driving products. They’re about connecting with consumers in a more experiential way than is possible online. According to Andres Mendoza-Pena, a partner in the retail practice of global strategy and management consulting firm A.T. Kearney, consumers can become more familiar with brands, establish relationships with them, and build trust by visiting their showrooms.
“Our research shows that online-only players that open a store see an increase in sales of 5 to 8 times. That’s a lot.” So, when digitally-native brands add an offline shopping experience, everyone wins.
Leesa Sleep: leesa.com/pages/impact-report