Are we getting enough sleep in the modern world?
Sleep is one of the three pillars of health, alongside diet and exercise, but it’s the easiest one to prioritize—and yet, many people don’t. Interestingly, COVID-19 brought more awareness to health and well-being, including the value of sleep. With more people working and living from home, they began to discover a renewed passion for improving their sleep.
In North America, there’s been a cultural stigma around sleep, where working long hours and “burning the midnight oil” was often glorified. However, that mindset is shifting, especially among younger generations. People now recognize sleep’s importance in every aspect of life, from weight control and mood stability to overall well-being. It’s the most powerful supplement everyone needs but often neglects.
How do you translate the need for better sleep into your products?
Historically, mattresses were treated as an afterthought, with little attention to how they fit into a broader sleep system. Over the last decade, our approach has evolved into creating a complete sleep solution, combining mattresses with complementary products like pillows, temperature-regulating sheets, and blackout curtains.
For instance, studies we’ve conducted show that 23% of comfort during sleep comes from the pillow. Even the best mattress won’t provide restful sleep if paired with a poor-quality pillow or unsuitable sheets. We’ve also invested in technology like adjustable beds and products from our Sleepout brand, which offers blackout curtains to optimize the sleep environment. This holistic approach has transformed how we design and innovate our offerings.
How will your recent acquisition by Fairfax impact your innovation and operations?
Fairfax is a significant milestone for us. As a large international conglomerate, it brings both entrepreneurial encouragement and global exposure. Previously, as a publicly traded company, there were challenges in maintaining a clear sense of purpose. Fairfax allows us to reignite our entrepreneurial spirit and focus on our mission: changing lives through better sleep.
In addition to operational benefits, Fairfax’s international reach opens new possibilities. While we’ve primarily been in Canada and started expanding into the U.S., this partnership could enable us to enter markets worldwide. We’re excited about the potential to bring our innovations to cities across the globe in the near future.
How do you navigate the balance between e-commerce and the tactile nature of your products?
Our goal is to create a seamless, frictionless experience for our customers. Whether they prefer to shop online or visit a store, we’re committed to providing all options. While we began as a brick-and-mortar retailer, we’ve embraced e-commerce and omnichannel strategies. However, the term “omnichannel” may soon become obsolete—if you’re not seamlessly operating across both physical and digital spaces, you’ll be left behind.
Our approach is customer-centric. Some people want to feel, touch, and test products before buying, while others prefer the convenience of online shopping. The key is ensuring that both experiences are intuitive and connected. Pop-ups and experiential retail are also part of our strategy, as they allow customers to engage with the brand and products in unique ways.
Are you integrating AI into your products, and how is it shaping the future of sleep solutions?
AI is already playing a role in our advertising, customer experience, and product innovation. For instance, we’ve been testing thermal-regulating mattresses that allow users to adjust temperature and firmness. These mattresses collect data, such as heart rate and sleep quality, and provide insights to optimize sleep.
One story stands out: I received a notification from a mattress I was testing, warning me that my heart rate had dropped dramatically. It turned out my dog was on the bed, but it highlights the potential of AI in personalizing sleep environments. We’re also exploring AI-driven duvets, pillows, and mattress protectors that adjust based on temperature and sleep patterns. This technology is not just about comfort but about revolutionizing how people sleep.
What are the biggest factors affecting sleep—technology, lifestyle, or physical products?
Lifestyle and technology both have significant impacts. Many people bring devices into the bedroom, scrolling on their phones or watching TV before sleep, which negatively affects rest. The bedroom should be a sacred space for sleep and intimacy, free from distractions like technology.
Our modern lives, including remote work and constant connectivity, blur the lines between work and rest. While technology can enhance sleep through innovations like adjustable beds and AI-driven products, it’s essential to set boundaries. Creating a dedicated sleep environment, with optimized light, temperature, and comfort, is crucial for quality rest.
How crucial is sleep to someone’s life, and have you witnessed examples where improved sleep transformed someone’s well-being?
Sleep is the foundation of health and happiness. I’ve seen countless examples of people whose lives were transformed by investing in better sleep. One of my earliest memories in this business was receiving a letter from a customer who said that upgrading to a proper bed improved not only their sleep but their relationship and overall well-being.
Over the years, we’ve continued to receive feedback like this, often emphasizing how better sleep positively impacts mood. Sleep is the key to starting the day on the right foot, and poor sleep can ruin even the best-planned day. It’s a simple but profound truth: a good night’s sleep makes everything better.
Do you believe investing in sleep is the best return on investment someone can make?
Absolutely. People often spend thousands on vacations, designer kitchens, or new technology but overlook the importance of a quality bed. A mattress, paired with the right accessories, lasts around 10 years—longer than most other investments like cars or electronics.
The impact on life quality is unparalleled. A proper sleep setup improves mood, health, and productivity, offering returns far beyond its cost. While it may sound self-serving, it’s backed by evidence: investing in sleep is one of the best decisions anyone can make for their well-being.
