Michael Knell’s HomeGoodsOnline.ca

HGOSUMMER 2017 merchandiserVolume Six, Issue 2

Our Canadian THE BOXED BED: Furniture Show preview David Coletto selling introduces the millennials mattresses The mattress: a technological online marvel Kimmberly Capone & embracing change

CONTENTS

favour of shipping mattresses directly to the customer’s door without her ever seeing – or lying down on – the real deal. The crazy thing is, it seems to be working. Ashley Newport authored our report.

PROFILE 26 EMBRACING CHANGE Ashley Newport profiles Kimmberly Capone and looks at how one woman dramatically transformed her fledgling family’s business model by reinventing the wheel and taking risks – something that ultimately quadrupled her com­ 8 pany’s sales. All she did was adopt a new way of selling. EDITOR’S LETTER 6GET YOURSELF TO MARKET IDEAS Change is coming. Learning about 33 HAVE YOU MET THE those changes, sharing ideas about MILLENNIALS? the best coping methods while finding David Coletto, this country’s acknow­ great product for the floor remain three ledged expert on the millennials, of the best reasons to come to market. introduces us to this group of people, If you’re a Canadian furniture, mattress born in the years beginning in 1980, and major appliance retailer attending who are going to determine the fates the upcoming Canadian Furniture Show and futures of furniture, mattress and really ought to be mandatory. That’s major appliance retailers for literally 33 also true if you’re a vendor looking to decades to come. do business with that same retailer. PRODUCT STRATEGIES MARKET PREVIEW 36 THE MATTRESS: 8CELEBRATING THE A TECHNOLOGICAL MARVEL CANADIAN INDUSTRY Technology is driving growth in the The 2017 edition of the Canadian mattress and bedding business. The Furniture Show will be easy to product itself is becoming more navigate and be a little more compact. sophisticated.­ So is the means by which The organisers are promising this is marketed and sold to the consumer. industry’s only national trade event Canadian manufacturers are adapting will offer all the right things to the to this reality quite nicely. Our report 26 attending retail buyer, including great was written by Michael J. Knell. product, a great shopping environment with opportunities to learn and INDUSTRY network. Michael J. Knell reports on 45CALENDAR & 40 the preparations. ADVERTISERS’ INDEX

INNOVATIONS ON OUR COVER: Industry veteran Deanna 18 THE BOXED BED: Bartucci founded The Naked Mattress last SELLING THE MATTRESS summer along with partner Juan Sanchez. ONLINE It’s one of a handful of Canadian ‘pure play’ A massive shift in consumer behaviour e-commerce mattress retailers who are has prompted some brave – and, in some changing the way the consumer thinks cases, quite successful – entrepreneurs about buying the device upon which they to forego the traditional showroom in spend about a third of their lives.

4 HGO merchandiser THE ENDURING CRAFTSMANSHIP OF STEARNS & FOSTER® Stearns & Foster mattresses are built on the belief that there is no greater luxury than the finest bed. Each bed is meticulously handcrafted by master craftsmen, paying relentless attention to detail. We fuse innovative time-honoured traditions, for precisely engineered construction and lasting quality. AD

stearnsandfoster.ca HomeGoodsOnline.ca 5 EDITOR’S LETTER

HGO merchandiser SUMMER 2017 • VOLUME SIX, ISSUE 2 MICHAEL J. KNELL ISSN 2291-4765 www.HomeGoodsOnline.ca

PUBLISHER & EDITOR Michael J. Knell GET YOURSELF TO MARKET [email protected] MARKETING DIRECTOR Change is coming. Learning about those changes, sharing Corrie-Ann Knell ideas about the best coping methods while finding great [email protected] product for the floor remain three of the best reasons to CONTRIBUTORS David Coletto come to market. Donald Cooper

CONTRIBUTING EDITOR ELL, HERE WE ARE. MARKET IS COMING. EVERYONE IN THE Ashley Newport industry knows my view. If you are a Canadian furniture, mattress [email protected] and major appliance retailer, it’s in your best interest to get out of your store and get yourself to Mississauga for the Canadian ART DIRECTOR Furniture Show, which opens at the International Centre on May 26. Samantha Edwards W Sam I Am Creative Conversely, if you are a Canadian furniture manufacturer, mattress maker, [email protected] major appliance resource or other potential vendor partner to the aforementioned retailer, your obligation is to have a presence on the floor, ready to share your IT DIRECTOR knowledge, insight and strengths – and maybe even your product. Jayme Cousins A year ago, in this same issue of the Merchandiser, I advocated furniture trade In House Logic events really shouldn’t be about buying and selling. In my view, the purchase order [email protected] should be seen as a bonus – as a ‘nice to have’ not as a ‘must have’. PUBLISHED BY We need to come together as an industry and start talking to each other about Windsor Bay Communications Inc. what’s coming, because I don’t think the industry is really aware of potential P.O. Box 3023, 120 Ontario Street dangers lurking on the horizon. They will impact all points of the purchase path to Brighton, Ontario K0K 1H0 the consumer, from manufacturing and distribution to retail. T: 613.475.4704 Some of them we’re aware of: increasing household debt; stagnant wages; F: 613.475.0829 housing affordability; and, uneven job growth. Others are no so obvious. Michael J. Knell, Managing Partner The new U.S. administration wants to renegotiate NAFTA. During the first go- PUBLISHERS OF round, this industry was very nearly sacrificed in the government’s haste to sign HGO This Week the deal. Fortunately, that exercise seems to have worked out reasonably well. Home Goods Online.ca © 2017 After all, the damage in recent years was caused by the dollar, which went on a Windsor Bay Communications Inc. crazed oil-driven growth spurt and drove it to highs no one anticipated. All rights reserved. Now, our sitting federal government is talking about free trade with the People’s Windsor Bay Communications does not accept Republic China, which is a really bad idea. The PRC has done this industry a lot of any responsibility or liability for any mistakes or misprints herein, regardless of whether such errors damage over the past two decades and we’re going to have to fight this. are the result of negligence, accident or any other And the best way to fight it is to get united. That’s why we need the Canadian cause whatsoever. Reproduction, in whole or in part, Furniture Show. It’s a place for people from across the industry to meet and talk. of this magazine is strictly forbidden without the We need to strengthen our manufacturing. We need to bolster Canadian furniture prior written permission of the publisher. retailing. Our best place to meet is at our only truly national industry event. It’s not AFFILIATE MEMBER a panacea. It’s a start. I hope to see you there.

Michael J. Knell Publisher & Editor [email protected]

6 HGO merchandiser Business. Network. Inspiration.

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May 26-28, 2017 The International Centre — Toronto, Ontario canadianfurnitureshow.com HomeGoodsOnline.ca Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps 7 The Alliance dining table from Zuo MARKET PREVIEW Modern Canada offers a regal profile using an elegant ‘X’ style wood base supporting a plank style table top with a distressed natural finish that adds intrigue and dimension to the room.

CELEBRATING THE CANADIAN INDUSTRY

This year’s Canadian Furniture Show will be more compact but the organisers are promising it will offer all the right things to the attending retail buyer, including great product, a great shopping environment with opportunities to learn and network. BY MICHAEL J. KNELL

HIS YEAR’S CANADIAN FURNITURE SHOW The Perth queen Platform bed from Zuo Modern Canada offers a simple yet will be easy to navigate and even though it bold silhouette as its rich chestnut finish with elegant distressing gives a will occupy a more compact space, president distinguished detailed look to the plank style headboard. Its sturdy metal and chief executive officer Pierre Richard is base adds a retro mid-century modern look in iron finish. promising attending retail buyers there will be plenty for them to see, shop and study as they walk the halls of For the past 46 years, the Canadian Furniture Show has Tthe International Centre beginning on the morning of May 26. been – and remains – the industry’s only truly national There will be several noticeable differences from last year’s event. Indeed, the only furniture and mattress industry trade show. The schedule is the most immediate. In 2017, the show events held outside of CFS are the member-only conventions opens on Friday (May 26) and closes on Sunday (May 28). and buying fairs held by Cantrex Nationwide and Mega The exhibits will open at 9am and close at 6pm. This is a shift Group and the Toronto Winter Furniture Show – an ad-hoc from the Saturday to Monday timeframe used last year and event for a group of companies with permanent showrooms the Saturday to Tuesday used for decades prior to 2014. in and around the International Centre. It’s organised by the According to Richard, the schedule was changed in response Canadian Home Furnishings Alliance. to feedback received from retail buyers and other attendees Richard acknowledges when the doors open on the when they were surveyed after last year’s event. “A lot of buyers morning of May 26, the show will be slightly smaller in terms said they didn’t want to spend a weekend at the show,” he said, of its floor plate, but will show the wares of about the same adding, “People told us they prefer Friday to Sunday.” number of exhibitors.

8 HGO merchandiser This harvest table is the latest addition to the Springwater Woodcraft assortment. It features chunky four-inch square legs New to Magniflex is the Grandioso, which features the Italian and a 1.5-inch thick, hand-planed top that mattress maker’s dual-core technology with a double-sided resembles barn board.colour scheme. cover. The winter side features cashmere and merino wool, whereas the summer side features quilted silk and linen.

Elegant and impressive, the model 9707 is the latest addition to Superstyle’s ‘Inspiration Home Collection’. Its attractive fabric combinations give a slightly formal attitude to the suite’s carriage coil support system and ‘Super-Cel’ premium seating.

CFS will occupy Halls 1 to 4 of the International Centre Several are also from aligned services such as Tactik this year having closed Hall 5 and the bridge connecting it to Logistique, a delivery and logistics specialist; and, Picture the rest of the building on Mississauga’s Airport Road. “The This Toronto, a company specialising in three dimension floor plan is more concentrated, more efficient,” Richard said, photography for a variety of purposes. adding the show team has spent a lot of time configuring However, the big news on the exhibitor front was the return the traffic flow for 2017 and believes attending buyers and was the return of two high profile upholstery producers: Décor CELEBRATING THE CANADIAN INDUSTRY other visitors will find the show easier to walk and still find Rest and Palliser. Both skipped CFS in 2016. everything they want. In terms of display space, Palliser will the largest exhibitor in CFS 2017, occupying Orion ‘B’, ‘C’ and ‘D’ in International THE EXHIBITORS Centre’s conference facility. The permanent showrooms of the International Centre’s SOFA (Source of Furniture & Accessories) annex will, as NEW SHOW FEATURES always, be open throughout the show. Since the close of AND SOCIAL EVENTS CFS 2016, SOFA has added at least two tenants of interest As has become traditional over the past 20 years or so, CFS to furniture buyers: Canadian solid wood case goods will kick-off with the annual Canadian Home Furnishings manufacturer Ruff Sawn; and, Zuo Canada, the Montreal- Awards gala {see sidebar} which will be held on Thursday headquartered branch of Zuo Modern, the California-based evening (May 25). This year’s dinner will also feature a modern furniture resource. Both of these firms could be keynote address by Robert Maricich, president and chief found on the main show floor last year. executive officer of International Market Centers, the As has been the case for the past few years, a least four owners of the World Market Center in Las Vegas and several furniture suppliers with permanent showrooms outside showroom buildings in High Point, North Carolina including of the International Centre will be ‘official’ participants in the International Home Furnishings Center. CFS 2017. They include three leading Canadian upholstery In addition to saluting the recipients of the 2017 Retailer of producers: Brentwood Classics, Décor Rest, and Superstyle the Year Award – Leon’s Furniture Limited – and the Lifetime Furniture – along with its sister companies, Trend-Line Achievement Award honouree – Dennis Novosel – the gala will Furniture and Simmons Upholstery Canada. The fourth is also introduce the winners of the firstRetail Sales Professional Korson Furniture Design, the full-line resource that also Awards, a program to recognise excellence among sales represents Coast-to-Coast and Kannoa outdoor furniture. associates working at Canadian furniture, mattress and major Décor Rest and Korson are both expected to have small appliance retailers. displays on the show floor in Hall 3. The following evening, to wind-down the first day of the CFS will host about 45 first-time exhibitors in 2017. show, the organisers will hold a cocktail reception in the lobby They run the full gamut of products and services used by of the International Centre’s conference facility. This replaces the majority of furniture retailers. Some also hail from a the ‘Industry Bash’ held in 2016 and 2015. Richard believes after fair distance away from Canada’s borders. For example, a tough day of working the show floors, attendees are looking Furninova is an upholstery maker based in Scandinavia. for something more low key that will enable them to catch-up There are also at least two exhibitors from Pakistan including with old friends and business partners. Happiness Office Furniture. Several are also based in China For the past three years, Richard has hosted a ‘Town Hall’ and Indonesia. at the end of each show to give both exhibitors and visitors Some are from closer to home, such as Blu Sleep Products, the opportunity to provide feedback about the event and the Quebec-based specialist in pillows and other sleep offer their own suggestions for improve. This year, the format accessories. will change. For an hour each day of the show, beginning at }

HomeGoodsOnline.ca 9 10 HGO merchandiser HomeGoodsOnline.ca 11 LUNCH & LUNCH PROMISES INSPIRATION leading Canadian television personality, an expert leaders. Coletto has a wealth of experience in public affairs on millennials and a second generation furniture research, corporate and organizational reputation studies as retailer who turned around her family business well as youth research. Awill headline the first ever Lunch & Learn series at the 2017 He also leads Abacus Data’s Canadian Millennial Canadian Furniture Show (CFS), opening at the International Research Practice and helped a number of organisations – Centre on May 26. including the LCBO, the RCMP, the Calgary Police Service, “We are very proud of this line-up which will provide show Hudson’s Bay and the Ontario Ministry of Child & Youth visitors with a great opportunity to take a break at lunch Services – connect and engage with Canadian millennials. time a get inspired,” CFS president and He is an adjunct professor at the Arthur chief executive officer Pierre Richard said in Kroeger College of Public Affairs at Carleton announcing the series, which will be held at University, where he teaches courses the stage set up in Hall 4 (follow the signs). on polling and public opinion, political Each segment will begin at 12noon on marketing, research and public affairs. He is each of the three days the show is open. also an instructor at the university’s Clayton Kicking off the series on Friday (May 26) H. Riddell Graduate Program in political will be Sarah Richardson, an award-winning management. designer and television personality. Based “David is an outspoken proponent of in Toronto, she is best known for dramatic transparency in the polling industry and transformations that turn ordinary spaces SARAH is regularly called upon by media and into magazine-worthy rooms with an RICHARDSON organizations alike to provide expert incredible wow factor. analyses of public opinion and research Richardson has hosted and produced methodologies,” Richard noted. eight HGTV lifestyle series where she shares Wrapping up the series on Sunday (May a practical and inspiring approach to décor 28) will be Kimmberly Capone, president and design. Her shows, which have been and head buyer for Treasures, the retail seen in over 100 countries, include: Room operation started by her father more than 40 Service, Design Inc., Sarah’s House, and years ago. Sarah 101. Her most recent series, Sarah’s In her presentation – entitled Red to Rental Cottage aired on HGTV Canada in beyond Black... in just one year! – Capone 2015. Her new show premiers fall 2017. will share her journey, process and secrets DAVID In addition to being a past contributor on how she reinvented her struggling, COLETTO and columnist for the Globe & Mail and family-owned retail business and quadrupled Chatelaine, Richardson was home design sales in a relatively short period of time. director and décor columnist for Good By providing design services paired with Housekeeping. She is also the author of 3D technology, she’s now offering an Sarah Style and At Home Sarah Style, which unparalleled shopping experience that has was on the Globe & Mail best-seller list for customers waiting in line. over four months. Capone used her personal experience in Richardson has created two fabric the home accessories business, her interior lines for Kravet and has a growing line design education, and experience in the real of signature products including custom estate sales and staging businesses to forge furniture. Her company, Sarah Richardson KIMMBERLY a successful interior design career. She Design Inc., has clients throughout Canada, CAPONE has designed commercial and residential the United States and the United Kingdom. spaces for celebrities and executives as Saturday (May 27) will see David Coletto take the Lunch & well as everyday customers who take advantage of her Learn stage. A leader in online research methodologies as complimentary in-home design service at Treasures, well as founding partner and CEO of Abacus Data, Coletto is the retail showroom she operates in Toronto’s Yorkdale an expert on Canadian millennials with a doctorate from the Shopping Centre. University of Calgary who also teaches and provides expert “When she’s not travelling around the globe to curate analyses to media. the most interesting selection of furniture, art, and home The Ottawa-headquartered Abacus Data delivers strategic accessories for her clients, she’s busy designing her new advice and research design expertise to many of Canada’s line of sofas, chairs, ottomans, beds, curtains, and pillows,” foremost corporations, advocacy groups, and political Richard said. ■

12 HGO merchandiser 4pm, Richard can be found in the registration area of Hall 1 for a ‘Chat with the CEO’ which will give attendees the opportunity to speak with him one-on-one. LUNCH & LUNCH PROMISES INSPIRATION To supplement this effort, CFS organisers will also place suggestion boxes at the information booths in Halls 1 and 3. Two of the fun features from 2016 will return this year, including ‘The Spa’ where attendees can relax with a chair massage, breathe in fresh air at the oxygen bar or take a beauty break with a manicure. ‘The Pub’ will offer a full The Gabe collection from El Ran features modern styling with a track-style espresso bar as well as wine, beer and classic cocktails plus arm. It features power recline as well as a power assisted headrest. It dual market-style sandwiches and salads. control also features a USB port. Group includes a loveseat and sectional. Both are located in Hall 2. and beyond to create a truly outstanding display. A jury of LUNCH & LEARN industry professionals will evaluate the booths on Friday Perhaps the biggest addition to the CFS line-up this year is with the winners being announced later that day. the Lunch & Learn seminar series {see sidebar}. Each show The awards will be presented based on the following day at 12noon, a seminar will be held on the stage set-up criteria: creativity, imagination and originality; use of product, next to the food court in Hall 3. images and other visuals; and, overall appearance and visitor Kicking off the series on Friday will be interior designer experience. and television personality Sarah Richard. She will be followed ‘Gold’ and ‘Silver’ awards will be presented in several on Saturday by David Coletto, the CEO of Abacus Data. categories, including: booths 999 square feet and under; Rounding out the series will be Kimmberly Capone, president booths between 1,000 and 2,499 square feet; booths 2,500 and head buyer for Toronto furniture retailer Treasures. square feet and over; ‘Best New Booth’ – exclusive to first- time exhibitors; and, best SOFA showroom award. HGO THE BOOTH AWARDS In collaboration with SOFA, the CFS will once again stage MICHAEL J. KNELL is the publisher and editor of Home Goods the Best Booth Awards this year. First seen last year, this Online and all of its platforms. He has attended every edition program aims to reward exhibitors who have gone above of the Canadian Furniture Show for the past 30 years.

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HomeGoodsOnline.ca 13 BUYING GROUP DRIVE CFS ATTENDANCE

etail buyer attendance at increase this year as the timing is March but for the year-to-date we are the Canadian Furniture somewhat better and with the return very pleased with our performance.” Show (CFS) is driven, for of Palliser we should see a stronger “DRSG member same store sales Rthe most part, by this country’s three turnout,” he said, adding his members achieved better results than the buying groups: Cantrex Nationwide are keenly interested in new product industry did,” Braniff reports. “We (CNW); the Dufresne Retail Solutions and show specials, which he described had above industry average results in Group (DRSG); and, Mega Group. as “the two keys to attending any show.” the furniture, mattress and appliance All three use the event in slightly The group itself will be adding to its categories.” different ways, but all three agree the various private label initiatives. “We Like his colleagues, Braniff also show is vitally important not just to will also be introducing new product reports a tough first quarter, which their members, but to industry at large and programs that will add to our despite some uneasiness in the as well. All three will have a presence members’ toolbox,” Kelly said. opening months actually generated a on the show floor. It should be noted all Meanwhile, Mega Group expects little year-over-year growth. three also sit on the CFS organiser’s to host a slightly larger number of its Looking out past CFS, group execs national advisory committee. members to CFS, many of whom will are reasonably optimistic about the All are expecting a solid turnout start the weekend attending to the rest of 2017. from their members to the event and group’s annual general meeting of “We see 2017 being another good year between the three should host a total shareholders. At that time, they will for DRSG members,” Braniff says. “The of about 260 stores over the three days also vote to replace vacancies on their first quarter had a slow start but picked of the show. board of directors. up in the last month and that momentum “Initial indications are there will Michael Vancura, the group’s at retail looks to be building.” be less members attending this year executive vice president of retail, said While there is a lot of concern about versus last year,” DRSG director Steve they will host a range of marketing the future of NAFTA and what that will Braniff reports while noting he’s still and merchandising sessions for the mean for the furniture industry as a anticipating more than half of the 135 members of BrandSource Canada just whole, they are mostly pleased that the retail operations on his member roll to before the show as well as the now value of the dollar gives their members attend CFS this year. traditional ‘Mad Dash’ where group the freedom to support Canadian DRSG will occupy over 5,000 square vendors offer attending member deeply suppliers. “This is great for the Canadian feet in the International Centre’s discounted show specials. They will furniture industry,” Braniff says, adding, conference facility where plans to also host their usual fundraising dinner “DRSG has supported ‘Buy Canadian’ unveil the group’s 2017 mattress for Ronald McDonald House. since our inception in 2006 and will line-ups, which will be the major The burning question for CFS continue to do so where we can.” focus of their efforts. Beyond this, exhibitors is whether attending group “There’s no doubt 2017 will continue Braniff anticipates his members will member are at the show to buy. All to be a little unpredictable and while use CFS to preview new product and three execs report good results for the currency may continue to be an build relationships with vendors. “Our 2016 although business so far this year issue, we are overall optimistic about members tend to come to preview has been spotty. the year,” CNW’s Kelly says. “Hard what’s new as our core programs are “We had a very good year in 2016 work and good marketing will always already put into place,” Braniff says. and we were very pleased with the support growth and that will be our CNW assistant vice president Pat results,” Kelly says. “January was very focus for the year.” Kelly is expecting more of his members strong, then we had some real ups “I’m cautiously optimistic,” Vancura to come this year. “I’m expecting an and downs by week over February and adds. ■

Elegant and impressive, Charlotte is the latest addition to Avant the model 9707 is the latest Glide collection from Dutailier, which addition to Superstyle’s describes its style as “slightly bohemian” ‘Inspiration Home with streamlined curves and lines that Collection’. Its attractive come together in perfect harmony, fabric combinations give creating a look to blend a slightly formal attitude with the coziest to the suite’s carriage coil of decors. support system and ‘Super- Cel’ premium seating. 14 HGO merchandiser HomeGoodsOnline.ca 15 AWARDS GALA TO SALUTE LEON’S AND DENNIS NOVOSEL

he Canadian Home Retailer of the Year in 2001,” CHFA this day, continues to provide enhanced Furnishings Alliance (CHFA) chairman Laine Reynolds said in his values to both Leon’s customers and has named Leon’s Furniture announcement. “Over the last 15 years, shareholders,” Reynolds said. “As a TLimited as its Retailer of the Year Leon’s has embarked on a period result of these acquisitions, Leon’s for 2017 and will bestow its Lifetime of rapid expansion – adding 30 new Furniture Limited has grown annual Achievement Award on veteran retailer locations across Canada, including four sales from $450 million in 2002 to over Dennis Novosel, founder of Stoney new stores in British Columbia. Now, $2.0 billion in 2015 – which represents Creek Furniture, the destination with showrooms from coast to coast, growth of over 340%.” store just outside Hamilton. Both Leon’s is the only furniture retailer He also praised the retailer will be honoured at a gala to be held in Canada with a brick-and-mortar for remaining committed to their immediately prior to the opening of the presence in every province.” humble beginnings and the values Canadian Furniture Show. He noted Leon’s made a significant they established over 100 years ago This is the second time Leon’s investment in high-end and commercial by continuing to give back to the has been awarded the accolade. The appliances with its acquisition of communities in which they operate. publicly-held and family-managed Appliance Canada in 2007. “The They are active supporters of the Boys full line furniture, mattress and major integration of Appliance and Girls Clubs of Canada, appliance retailer was also the first Canada allowed Leon’s to local hospitals and various ever to receive the distinction when enhance their competitive other charities such as the CHFA – then known as the Ontario position in the appliance Wounded Warriors and Furniture Manufacturers Association – category and provided Breakfast for Learning. launched to awards program in 2001. Leon’s with a presence Furthermore, awarding Novosel in the growing wholesale NOVOSEL’S LIFETIME OF the Lifetime Achievement Award is sector,” he said. COMMITMENT also a departure for the organisation. Leon’s celebrated a “Dennis Novosel decided Since it was launched in 2001, it has significant milestone in 2009 DENNIS early in life that he loved been awarded to Canadian furniture when they became one of NOVOSEL the furniture business and and mattress manufacturers in the few Canadian retailers he never looked back,” recognition of those individuals who to celebrate its 100th anniversary. “To noted Reynolds, who also serves as over their career made an exemplary celebrate, president and chief executive vice president of sales and marketing and sustained contribution to both their officer Terry Leon embarked on a cross- for Superstyle Furniture. “When Dennis industry and the community in which Canada tour and visited every corporate was 13, he worked in a used furniture they lived. Novosel is the first retailer to and franchise store to personally store and moving business with his be awarded the distinction. congratulate each associate on being father. Already an entrepreneur at 16, part of this historical achievement,” he bought a pick-up truck and started LEON’S HAS GROWN AND CHANGED Reynolds said, adding the company also his own furniture delivery business. “A lot has changed at Leon’s since unveiled a bronze statue in Welland’s “In 1969, Dennis opened a 5,000 being recognised as the CHFA’s Chippawa Park immortalising company square foot furniture store of his own founder Ablan Leon. with just four employees, which was Then in 2013 Leon’s acquired their expanded to 30,000 square feet in the biggest competitor – and recipient of mid-1980s,” he continued. “Stoney the Retailer of the Year award in 2004 Creek Furniture eventually expanded – The Brick in a $700 million deal that to a 125,000 square foot store before resulted in the establishment of one of opening a second location in Vaughan the world’s largest network of home in 2015.” furnishings retailers. Most recently, Novosel acquired “This acquisition allowed Leon’s Artage International, the Toronto-based Furniture Limited to maximise occasional case goods specialist. efficiencies through large scale In the summer of 2016, he retired purchasing and procurement which, to from Stoney Creek’s day-to-day

16 HGO merchandiser operations although he remains AWARDS GALA TO SALUTE chairman of its board of directors. Novosel was named the CHFA’s AT-A-GLANCE Retailer of the Year in 2006. In 2010, SITE: International Centre; 6900 Airport Road, Mississauga, Ontario, Stoney Creek Furniture was also the LEON’S AND DENNIS NOVOSEL Canada L4V 1E8 (near Pearson International Airport, Toronto) first Canadian furniture merchant to be named Retailer of the Year by what OWNED AND OPERATED BY: Quebec Furniture Manufacturers’ Association is now called the Home Furnishings Association (HFA), the U.S. retail group DATES: May 26, 27 and 28, 2017 based in California. He was also the SCHEDULE: 9am to 6pm, all three days. first Canadian to serve as its president, WHO AND WHAT: Approximately 230 exhibitors showing residential which he did in 2004 when it was still furniture, mattresses, lighting, rugs, juvenile furniture, and decorative called the National Home Furnishings accessories in Hall 1 to Hall 4. Other exhibitors include suppliers Association. of related products and services of interest to furniture and home He has also been deeply involved in furnishings retailers. The event’s 300,000 square feet of display space several other industry organisations includes the permanent showrooms found in the SOFA annex of the such as the High Point Market Authority International Centre and a number permanent showrooms located in and the Interior Design Society. He also the Greater Toronto Area. served on the board of the American MARKET WEBSITE: www.canadianfurnitureshow.com Furniture Hall of Fame Foundation. SOCIAL MEDIA: Facebook.com/CanadianFurnitureShow; For the past two years, Novosel has Twitter.com/CdnFurnShow; Pinterest.com/CdnFurnShow sat on the advisory board to the Canadian FUTURE DATES: 2018 – May 26 to 28; 2019 – May 25 to 27; Furniture Show and was recently elected 2020 – May 23 to 25 to the CHFA board of directors. “Dennis’ commitment to business LUNCH AND LEARN excellence is matched only by his All three sessions will be held at 12noon at the stage in Hall 5. dedication to giving back to local FRIDAY, MAY 26: SARAH RICHARDSON charities and global organisations,” Richardson is an award-winning designer and television personality, Reynolds said. “He supports many known around the world for dramatic transformations. She is the host Hamilton and area causes including and co-producer of eight HGTV lifestyle series seen in over 100 countries, Ronald McDonald House, Dr. Bob Kemp and has a growing line of signature products. Hospice, Hamilton Food Share, and SATURDAY, MAY 27: DAVID COLETTO the Heart & Stroke Foundation, among Founding partner and CEO of Abacus Data, and leader in online research others. Since 2002, Dennis has twice methodologies, Coletto is an expert on Canadian millennials. With a gone to Haiti with Joy & Hope of Haiti to doctorate from the University of Calgary, he also teaches and provides help build two schools, an orphanage expert analyses in the media. and a training centre.” SUNDAY, MAY 28: KIMMBERLY CAPONE In 2006, he travelled to Mozambique Capone will share her how she reinvented her struggling Canadian to help construct a church and school. family retail furniture business and quadrupled sales by providing design The following year he helped build services paired with 3D technology to create an unparalleled shopping latrine and safe sanitation centres for experience. schools in Kenya. “We are very fortunate that our MARKET EVENTS industry has so many remarkable CHFA AWARDS: The Canadian Home Furnishings Alliance will host its people and organisations within it annual gala honouring the recipient of the 2017 Retailer of the Year – and their success deserves to be Leon’s Furniture Ltd. The evening will also salute the 2017 recipient celebrated,” Reynolds said. “The awards of the Lifetime Achievement Award – Dennis Novosel, founder and not only spotlight individual talent but chairman of Stoney Creek Furniture. It will be held on Thursday, May 25 they also serve to enhance our industry beginning at 5:30pm at the Universal Event Space, located at the corner and raise our collective profile. of Highways 7 and 27 in Vaughan, Ontario. This year’s gala will be held on May COCKTAIL RECEPTION: Friday, May 26 beginning at 6pm in lobby of the 25 at the Universal Event Space in International Centre’s conference facility. Vaughan, Ontario. The evening begins MEET THE CEO: Visitors can chat with Pierre Richard, president and CEO with a reception at 5:30pm, followed of both CFS and the QFMA in the registration area of Hall 1 each day of by dinner at 7pm and the awards the show from 4 to 5pm. This is an opportunity for attendees to voice presentation at 8pm. ■ their concerns and offer suggestions to improve future events.

HomeGoodsOnline.ca 17 INNOVATIONS

The Naked Mattress was launched last year by mattress industry veterans Juan Sanchez and Deanna Bartucci.

SELLINGThe THE boxedMATTRESS bed: ONLINE A massive shift in consumer behaviour has prompted some brave – and, in some cases, quite successful – entrepreneurs to forego the traditional showroom in favour of shipping mattresses directly to the customer’s door without her ever seeing the real deal. The crazy thing is, it seems to be working.

FEW YEARS AGO, A WRITER FOR BUSINESS INSIDER, THE U.S. business news web site, sang the praises of Casper’s boxed mattress and vowed to never buy a mattress in store again. She wasn’t the only convert. As Aanyone who manufactures or retails mattresses knows, the innovative, Manhattan-based start-up has been wildly successful so far, attracting such big name investors as Leonardo DiCaprio, Tobey Maguire and Adam Levine. The concept – shipping a compressed mattress in a modestly-sized box directly to the consumer’s doorstep – resonated with the modern BY ASHLEY shopper who preferred the ease, simplicity and quickness of purchasing NEWPORT

18 HGO merchandiser goods online. Indeed, Casper was named WHY SELL MATTRESSES one of Fast Company’s Fifty Most Innovative ONLINE? Businesses earlier this year is widely believed “In the last five years, we saw a deterioration of to have had sales of US$200 million last year. the customer experience in store and we didn’t Casper entered Canada with a casper.ca site in know why,” says Juan Sanchez, co-founder of The November 2015. Naked Mattress. “Was it the consumer not having Needless to say, the online mattress business patience to go into the store and learn? Was it has exploded in recent months with competing the salesperson trying to get a quick deal? Was start-ups popping up at an almost furious there too much selection? Obviously Caspar has rate. The trend has also been embraced by a let people know that it’s okay to buy a mattress number of Canadian entrepreneurs, some with online and we’re in the same kind of category.” experience in the mattress business and some Sanchez worked in sales for another mattress without. Among them are Endy Sleep, Naked manufacturer before launching the Toronto- Mattress and Sleep Envie, all headquartered based platform with Deanna Bartucci, the in Toronto. Joining them is Novosbed, which company’s president, about a year ago. “We calls Edmonton home and then there’s Haven knew we wanted to take the mattress thing Mattress, located in New Brunswick. online, we just didn’t know how. We wanted to It’s also important to note that are a number make it simple, make it quicker, make it much of traditional brick-and-mortar furniture and more enjoyable,” he says. mattress retailers selling mattresses to consumers Others, such as Haven Mattress, are also using an e-commerce platform. Among these trying to give consumers something unique are Sears Canada, Leon’s, The Brick, Brault & and, above all else, simple. Martineau and Mattress Mart. Sleep Country “We started Haven for a number of reasons. Canada, this country’s biggest mattress retailer is Mostly we see the furniture industry being prime expected to go live with its e-commerce platform for disruption,” says co-founder Kellie Amis. sometime in the first half of 2017. “Some of the old paradigms around the ‘customer Interestingly enough, HGO recently journey’ needed serious reconsidering. Haven’s reported – contrary to the seemingly powerful goal was to simplify an intimidating shopping online shopping trend – that e-commerce experience and through our vertical integration, only accounted for 2.2% of all retail sales in offer value for the money.” Seen here in their New this country in 2014. While statistics were for Some of the new players, like Sleep Envie are Brunswick office, Kellie and 2015 weren’t available at press time, Statistics looking to reinvigorate what they see as a tired Scott Amis are the founders Canada also reported e-commerce accounted business model. } of Haven Mattress. for just 1.8% of sales by furniture and home furnishings stores that year. It is important to note Statistics Canada divides the retail community into two groups: ‘location-based retail’ or ‘brick and mortar’ stores; and, ‘non-store retailers’ which includes ‘pure play’ e-commerce merchants such as Novosbed and The Naked Mattress as well as other catalogue and mail order vendors. In its most recent report, the agency said ‘non-store retailers’ had sales of $7.51 billion in the trailing 12 months ending February 2017. Their sales are currently growing at a rate that is about 10 times higher than location-based retail. Selling online has also become a growth driver for many brick-and-mortar stores, both inside and outside of the furniture and mattress segment. For the first nine months of 2016, Canadian location-based retailers had e-commerce sales of $2.95 billion. So with e-commerce doing well, it makes sense that more business owners are taking the plunge.

HomeGoodsOnline.ca 19 HELPS SOLVE 5 COMMON SLEEP PROBLEMS.*

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So Comfortable, IS HERE! You’ll Never Count These Guys Again.™ © 2017 Serta Canada Inc. A division of Serta Simmons Bedding Canada Co. All rights reserved. HomeGoodsOnline.ca 21 MANUFACTURING THE E-COMMERCE GOODS Most e-commerce mattress players design the product they sell as each brings something different to the market. Some, such as Casper, actually manufacture the product itself. Others partner with an existing mattress manufacturer while they concentrate on marketing, sales and customer service. “We partner with Foamco out of Vaughan, Ontario in terms of warehousing and manufacturing so we can focus on marketing and customer service,” explains Naked Mattress’ Sanchez. (Foamco also sells mattresses to independent retailers across the country under the ‘Dreameasy’ brand and launched its first- ever mattress for the e-commerce market at the Canadian Furniture Show last year.) The Naked Mattress uses a two-piece design. “We separated the pocket coil from layer of foam at the top,” he says. “Throughout the years, we would see mattresses come back or be thrown out because a few inches of foam at the top were wearing or undesirable, but pocket coil was in great condition. The design [of the traditional mattress] is flawed in that sense. If foam fails, you shouldn’t have to buy a whole new mattress. You don’t buy a new car when your tires wear out. With us, people can replace a part of mattress at a fraction of the cost.” On their site – thenakedmattress.com – Sanchez and Bartucci ask the customer to select both the size and comfort level of her mattress. Haven also partnered with a Canadian mattress manufacturer – Springwall Sleep “We are truly building a relationship. Products – and promotes its assortment as ‘Made in Canada’ on its site – a havenmattress.ca. In the early days, it’s all about “We did all the design and testing in house building trust. Testimonials and and used Canadian industry experts from Springwall Sleep to help us with some of the social media are great ways to open a key engineering issues around the new roll pack technology,” says Kellie Amis. “They are dialogue with the target group.” a great partner as we have complete creative license and get exclusives on many of the “I was intrigued by the disruption of the design and manufacturing details. We hand- mattress industry and saw an opportunity to make Havens daily in New Brunswick and ship offer a customised sleep solution, while other free to anywhere in Canada.” companies take a-one-size-fits-all approach,” For now these merchants are focused on says Joy Elena, founder of Sleep Envie. “I also selling their own brands and aren’t all that wanted to provide a more enjoyable shopping interested in offering product made by the The real competitive experience with a minimal impact on both the more established manufacturers. strength of e-commerce wallet and the environment. We believe by “No, [we won’t sell mattress brands from other mattress retailing is customising [the customer’s] sleep choice, all manufacturers],” says Amis. “We tend to be fussy shipping. The product can other aspects of their lives can be optimised. about all the details and quality control.” be delivered right to the Sleep is a crucial part of everyone’s life so we Sanchez says while he can’t see Naked customer’s front door. wanted to create a lifestyle with sleep.” Mattress selling mattresses with brands

22 HGO merchandiser other than his but he does see expanding the At Sleep Envie – which can be found at assortment to include more accessories. sleepenvie.com – the idea of displaying product “I can’t see myself selling other people’s in store seems a little more counterintuitive, mattresses, but I can see myself selling other but a pop-up isn’t out of the question. people’s accessories, such as box springs, “We would consider [selling products in sheets and pillows. Some box springs that we’re a store], but it is not our target market,” says looking at are shipped in a box and come with founder Joy Elena. “A pop-up shop is a realistic 25-year warranties. If the Naked Mattress is the possibility. We are also working on sleep last mattress you have to buy, we’d like a box stations at events and other interesting and spring like that too,” he says. unique ways to spread out brand.” GOING BRICK-AND-MORTAR SETTING THEMSELVES APART Recently, Caspar was back in the news after With change comes upheaval and with upheaval launching a network of in-store galleries at comes challenge. While it’s true there’s an West Elm, a subsidiary of Williams-Sonoma. incredible opportunity for savvy sleep marketers The network includes one Canadian location to to deal directly with the consumer, it’s also true date, at the brick and mortar West Elm store in companies have to make themselves stand out Toronto’s Liberty Village neighbourhood. This – especially since the e-commerce marketplace was after it hosted its Canadian Nap Tour in is welcoming more and more players and, the spring of 2016, bringing its ‘Napmobile’ to therefore, getting more and more crowded. Vancouver, Calgary and Toronto. “We weren’t blessed to start with, say, Others have expressed interest in trying to Caspar’s funding,” says Sanchez of The Naked reach the consumer in similar ways. Mattress. “We love what Caspar is doing “I do think we could sell our product in because they’re telling people it’s okay to buy a store, but not in a traditional brick-and-mortar mattress online. We’ve been on The Shopping retailer,” says Sanchez. “Their philosophy is to Channel, gone to trade shows and used social show as much product to as many people as media and a referral program. Social media possible. If they offered my product, it would marketing has worked well. Everyone thinks Sleep Envie uses this photo almost contradict what they’re trying to sell. it’s free and it is, but the time that you have to of a couple jumping on their They want to sell entire mattresses, and I’m spend on posting stuff and engaging people is mattress to demonstrate its saying you don’t need to do that, you just need expensive and time consuming. Sometimes we quality. Their box can be seen to replace the three inches on top.” get it right.” } in the left-hand corner. Still, he does see opportunity with less conventional partners. “A less traditional retailer who can offer just one mattress, I can see a great partnership. HomeSense would be a perfect marriage for us, for example. But there’s nothing in the works right now. We’re looking at number of pop up scenarios that we could do this summer. That’s something we’re actively considering. We understand some people want to see and touch the mattress,” Sanchez remarks. Haven Mattress is also on board with the idea of creating a brick and mortar presence, but is proceeding cautiously. “We have spoken to a number of brick- and-mortar retailers. So far no one has embraced the changes we are looking to make in the customer’s journey,” says Amis. “A potential partner would need to be focused on convenience and low risk purchase decision- making for the Haven prospects. Exceptional ‘no problem’ service levels and 100% follow through. Our team is always on the hunt for these exclusive partners.”

HomeGoodsOnline.ca 23 Like most other mattress Haven has focused on relationship WHAT DOES THE FUTURE e-tailiers, Sleep Envie sees building. “We reach our consumers through HAVE IN STORE? growth potential for both relationships,” says Amis. “We are truly It can be hard to predict the future – especially sales and touch points building a relationship. In the early days, it’s when a trend is just taking off. That said this with the consumer by all about building trust. Testimonials and group of Canadian e-tailers are hopeful that a adding accessories to their social media are great ways to open a dialogue slow and steady climb will yield the best results. assortments, such as the with the target group.” “I’m happy with results so far, but there’s pillows seen here. Amis believes it helps the company is always room for improvement,” says Sanchez. different from traditional mattress retailers. “If you grow too fast, you’re not growing One of those points of difference is Safe Haven properly. I’d rather grow smart.” – a program where they donate a clean bed Other companies, like Haven, see more to those in need for ten it sells. “[We differ in dramatic growth on the horizon. “We see our terms of] pressure, price integrity, convenience business growing like a rocket,” says Amis. and transparency. [There are] no plaid jackets, “Our customers are fueling this growth. It’s there’s value for the money and social enterprise their feedback that models our direction. We that donates new clean beds to less fortunate are now weeks away from our second, more Canadians in need,” she says. affordable offering. More convenience items are in various stages of testing and we plan to HOW ARE SALES? have a wide complementary line to offer our That is – no pun intended – the million dollar Haven customers.” question. It’s one thing for a business model to Elena is also hopeful. “We believe Sleep Envie be innovative. But, it’s entirely another for it to will become a respected Canadian lifestyle generate cash flow. brand by building the trust of our customers. For Sleep Envie, the monthly numbers are We see ourselves emerging as a national leader encouraging. in the online mattress industry.” “We’ve had about 5,000 unique visitors since Beyond Haven, Naked Mattress and Sleep we launched September 29, 2016,” says Elena. Envie there are several other Canadian mattress “We are still fairly new and are averaging about e-commerce providers currently competing for two to three mattresses a week, plus other the consumers’ attention. The most notable products are moving now.” among these are Endy Sleep, also based in As for return rates, Elena and Naked Mattress’s Toronto and Novosbed of Edmonton. They are Sanchez say customer dissatisfaction appears all part of a wave that is striving to disrupt the encouragingly low. “So far, the return rate mattress in retail. It’ll be interesting to see how alarmingly low – we have a 0.7% return rate where they grow over the next few years. HGO industry average is 5%,” Sanchez reports. “People who test and try are returning more than people A Toronto-based freelance journalist who writes who looked for five minutes before clicking on primarily for trade and business publications, a mattress. We think it’s because we have other ASHLEY NEWPORT is a Contributing Editor to options in terms of toppers. People might go from Home Goods Online. Her specialties include medium to soft and we’ll swap out the topper, and food, hospitality and emerging social/business that seems to be okay with everyone.” trends.

24 HGO merchandiser MADE IN ITALY

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SLEEP IS LIFE’S GREATEST PLEASURE. PROFILE

Embracing CHANGE A look at how one woman dramatically transformed her fledgling family’s business model by, in essence, reinventing the wheel and taking risks – something that ultimately quadrupled her company’s sales. BY ASHLEY NEWPORT

IMMBERLY CAPONE, THE president and head buyer of Treasures/Kimmberly Capone There aren’t many Interiors, is an endearingly independent furniture confident and engaging speaker. stores in malls. But She’s someone who is more than happy to the Yorkdale Shopping Kshare the ‘secrets’ to her success and unafraid Centre in Toronto to pair her overall sage advice with a helping of has been home of candid anecdotes. Kimmberly Capone The operator of the Treasures/Kimmberly Interior Design for some Capone retail stores in Toronto’s upscale time now. It advertises Yorkdale Shopping Centre has been getting ‘complimentary design a lot of well-deserved attention lately for consultations’ regularly successfully re-inventing a veteran brand and and everywhere. quadrupling sales. At a time when furniture and home decor retailers – anyone in the furniture industry, really – is grappling with tighter margins and the more challenging economy that’s remained ever-so-slightly unsteady since the economic downturn of 2008 (which was almost a decade ago now, believe it or not), it’s encouraging to see someone happily roll with the punches and do things a little differently. Especially when it comes to rejuvenating an established brand. Kimmberly Capone Interiors is the moniker recently given to Treasures, a company that was founded by Capone’s father almost 40 years ago. The retail store began with one

26 HGO merchandiser location, then called The Brass Touch, in Brampton’s Bramalea City Centre. Over time, the brand grew and Capone’s family opened more locations throughout the GTA. “The brass market was huge and we opened up one store and it ended up being five or six stores,” Capone says. “When brass started to go out of style, we got a store in Sherway Gardens [in the Toronto suburb of Etobicoke] and decided to change our name to Treasures. They kept continuing with building those stores and we had 10.” Over time, the brand grew even more successful. “We got a warehouse and we did our own manufacturing,” Capone says. “Treasures lasted until this year and we opened Kimmberly Capone Interiors because Yorkdale gave me the opportunity to have another store right beside Treasures and they thought we could test the market.” Capone has amassed experience not just from spending years operating a family business, but also from studying interior design and business at the post-secondary level (she attended both Ryerson and Sheridan), obtaining a real estate licence and spending time in the home staging industry. But experience aside, economic downturns and changing consumer attitudes can be difficult to navigate – especially when Capone’s new store in you’re trying to persuade shoppers to invest in the Yorkdale Shopping pricier goods. Centre is filled with While Treasures was – and is – a tried and vignettes of furniture true operation, it’s undergone an absolutely and accessories massive rejuvenation and is a very different designed to inspire business from what it was in its heyday. the customer and As everyone in the industry most certainly help her look at the knows, higher-end pieces (be they upholstered } product in new ways.

Capone always advises retailers to have a well merchandised store, and admits to drawing inspirations from merchants such as Crate & Barrel and Pottery Barn.

HomeGoodsOnline.ca 27 The model, which might seem a little counterintuitive, actually prompted customers to follow through on their makeover ambitions because they weren’t paying designers by the hour and therefore weren’t becoming quite so fatigued by the process. “A lot of projects don’t get completed,” says Capone. “Wealthy people even run out of tolerance to spend hourly, people don’t see the value in that. Vendors don’t see value in discounting products to designers. I used a faster paced model where we focused on one room at a time with 3D renderings. If people like the one room, it’s easy to go forward after that. Today is our second year anniversary with that business model. We’re going to do $5 million in one year in sales.” But while the model has been a success, it didn’t take off overnight. “It hasn’t been an easy climb, there were a lot Kimmberly Capone or case goods or accessories) can struggle of readjustments and tweaking,” she says. admits accessories to find buyers at a time where retailers are As for how it works, it begins with a are her store’s real “wheeling and dealing” and racing to the complimentary design process. Capone’s team strength although bottom price-wise. measures the room that clients are interested furniture is beginning “I was in Florida in 2015 at the Tony Robbins in renovating (and they’ve redesigned a wealth to play a bigger Master [The Game] Business Class, and he said of rooms in homes across the GTA) and take role. She wants the you can’t beat anyone on price,” she says. “Our photos. The first appointment takes place at customer to feel free store looked beautiful, but people would shop the client’s home and second one is held in the to wander about the somewhere else. You have to beat [competitors] store a week after the first. store, not just looking on value-added service. I thought, ‘huh, it’s “We present their before pictures and do an but touching the interior design for people who can’t afford intake sheet and learn what they want. When we product as well. hourly designers.’ What I knew as a retailer was show them the 3D renderings, the presentation that you don’t have to charge by the hour.” takes three hours. We pick whatever products After the Tony Robbins talk inspired Capone they want that’s in our store and we only do the to reinvent the wheel, she immediately worked big pieces, such as sofas, window treatments, to implement the new business model and coffee tables, area rugs. If they buy the whole eventually made it work – even though people room, they opt into our complimentary were skeptical that the plan would generate accessory program.” sales. If customers like the big pieces and opt in, While it’s no secret that it can sometimes Capone’s team goes to their home a week later be harder to sell higher end pieces to more and style the room with art, lamps and other budget conscious consumers, it’s also well accessories. known that shoppers have become more “We learn who they are and what they want design savvy with the growth of HGTV, and what they love. Accessories are 30 per cent Pinterest, Instagram and Houzz. of the sale. It’s tough work, it takes a lot of time.” For that reason, Capone decided to play In a way, the business model works because to people’s design interests by offering it’s empowering to customers. They get to look them beautiful room makeovers with some at products and accessories in store and see complimentary perks that traditional interior how they’ll function in the home pre-purchase. designers might not offer – and they did it even They also get to lean on experts who can make though Treasures did not have a stellar first tougher decor choices that might intimidate Kimmerbly Capone, the year at Yorkdale. someone not used to renovating a space. president and head buyer “We tested a new concept,” begins Capone. “People walk into a space that they would for Treasures/Kimmberly “Our first year at Yorkdale was a disaster. The never finish themselves,” Capone says. “We Capone Interior Design sales weren’t terrible, but the rent was so high help people visualize the space and let them will be a feature speaker it was hard to make ends meet. I decided to know how it’ll feel once it’s complete. They see at the upcoming Canadian revamp the business. We offered free design their space in 3D rendering and see where their Furniture Show. consultations with 3D renderings.” TV is and where the dog bed will go. By the }

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HomeGoodsOnline.ca 29 “I’m passionate about this because I live and breathe it every day. People [whose homes we’ve designed] have baked for us. When we reveal, people are sometimes crying.”

want to overspend on something they’re not in love with. They’d rather get the money, value and service and get something they love.” Interestingly enough, the customer-friendly approach didn’t emerge from any sort of organic drive to revolutionize the business – it came, Capone says, because something drastic had to be done. “I did this out of desperation. Money was running out and the model wasn’t working. People loved the store, but it wasn’t working. Now, it’s working.” When it comes to growing a reinvigorated brand, a tight focus on marketing is important. Although Capone is something of a public design figure – she’s appeared as a finalist on HGTV’s Designer Superstar Challenge, Left: Upholstered end of their presentation, we know who they are provided expertise to various design pub- headboards have proven and what they’re using the room for.” lications and traveled worldwide to accumulate to be popular with The act of easing people into the reno helps products for her store – she’s been careful to higher-end customers make the transition easier for the customer, hone her social media marketing campaigns shopping at Kimmberly especially since the average room makeover and fill her well-curated website with numerous Capone Interior Design. costs about $10,000. videos chronicling her team’s most impressive Right: This sofa is “Design is easier for us because we have room renos. part of another well loads of accessories and art, but it’s hard for “Our social media is out of control,” she says. merchandiser vignette customers. Customers get a finished product, “We do videos and people love it.” inside the store. they don’t have to worry about that room.” Capone also says she benefits from her And while everyone has a different experience, Yorkdale location, as the mall functions as a it appears Capone’s approach has satisfied a retail hub for the entire GTA. wealth of customers. “Our clients come from everywhere. Yorkdale As for why, she says that customers respond is an anomaly because it’s different. Today, well to the upfront approach and complimentary we’re working in Mississauga and Nobleton and Services – especially since no one is interested Ajax. We’re going from Oshawa to Burlington. in wasting time or money. We do 20-30 consultations a week.” “We get a ton of referrals and a ton of people As of now, the brand employs three full-time who come back. We have the floorplans ready, designers and three interns. The team works we tell all the decision makers to be present together to measure and photograph clients’ at the presentation because [the renovation homes and create questionnaires that help is] pricy. We don’t charge anything up front. pinpoint customer wants and needs. People don’t want to waste money. They don’t And while customers can buy bigger ticket

30 HGO merchandiser furniture items, the brand still focuses heavily and hopes that clients treat her company as on accessories. something higher-end and justifiably costly. “Accessories was our strength all along. We “You wouldn’t ask for a discount at Holt floor a lot of furniture now and feature little Renfrew, but people do it with furniture because vignettes. We have shelving units, sofas, coffee they’ve been taught that they can.” tables, rugs and more.” In terms of growth, Capone says she In terms of clients, it helps that the brand has recently opened a brand new 50,000 square satisfied a few celebrities. foot warehouse in Mississauga that will soon Capone says her company has designed house the brand’s administrative team. She’s spaces for NHL hockey player Brad Boyes, also canvassing shows – including the High professional soccer player Jermain Defeo and Point Market – to both find new products and nationally acclaimed former athlete Pinball promote some of her own. Clemons. “I designed a line in India under my name and “Even people with a lot of money like good I’m hoping to sell accessories internationally,” value, no one likes to be ripped off or sold things she says. that are too expensive. We have one price for As for whether or not she’ll expand her everybody, nothing is hidden. Everything is operation, she admits that the idea is nerve- very transparent.” wracking. While Capone’s story is an inspiring one on “Expanding scares me because it’s so much its own (it’s hard to maintain an ailing brand, let work and we don’t know if our business will do alone completely resurrect it), her personality – better with more retail locations. More people namely her candidness – makes her success a shop online now. Having multiple locations is little extra exciting. not easy,” she says. “I would consider having Especially since she openly admits that more space. There are no indie furniture she did not enjoy being on HGTV’s Designer retailers in any mall in Canada. The margins Superstore Challenge. aren’t great and rents are enormous.” “I did the worst work of my life on that show,” But regardless of whether Capone pursues a she says. “You’re set up for failure. It’s not more aggressive expansion plan in the future, authentic. I have to sleep on ideas. It was hard it looks like her current business model will because I’m such a perfectionist.” continue to capture attention organically. That said, there was a small silver lining. “We’ve gotten so many referrals,” she says. “It was a good experience to learn how hard “We grow by word of mouth and Facebook and The Kimmerbly Capone it is to be on camera.” Instagram. I’ve had to learn as I go, business process begins with a As for what the future holds for Capone models have to change. You can’t stay still.” home visit. A week later, and her company, she’s currently working on As for tips for other retailers, she says a well- the customer is invited sharing her experience with others (she will curated look is key. to the store to view a set be giving a talk at the upcoming Canadian “Have a well-merchandized store. Crate of 3D renderings on a Furniture Show in Mississauga, Ont.), moving and Barrel and Pottery Barn are cohesive and work station such as this into a new space in Yorkdale and continuing to everything is floored to sell. Make sure your to get an idea of what generate positive reactions from clients. store is amazingly merchandised. That was the renovated space will When it comes to spreading the word, always our strength.” HGO look and feel like. Capone is actually hoping that other retailers mimic her strategy. “I hope people do copy us, the industry needs us,” she says. “I’m passionate about this because I live and breathe it every day. People [whose homes we’ve designed] have baked for us. When we reveal, people are sometimes crying. We may cost five to 10 per cent more because we don’t offer discount. There’s no free delivery or set up. Furniture is going downhill in terms of sales with no growth with three per cent profit margins. Having heard all that, how do we revamp this?” While Capone offers price incentives in the sense that she doesn’t charge by the hour or attach fees to initial visits and consultations, she is aware that her products cost more

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HAVE YOU MET THE MILLENNIALS? Born in the years starting in 1980, these people are the largest consumer group in Canada and the descendants of the Baby Boomers. The acknowledged expert on the Canadian Millennial gives an introduction to this demographic cohort that will determine the future of furniture, mattress and major appliances retailers for literally decades to come.

MILLENNIALS ARE ALL THE communication than does that 36-year-old rage today. You can’t open with someone only 10 years older. These shared the TV, a magazine or a news experiences, shared context is what make website without someone generations unique. writing about my generation. To understand Millennials, you first have to And it’s understandable given the influence my understand where we come from; who and what Mgeneration is having on pretty much everything. our major influencers were and are. I define the Millennial Generation as The starting point is our parents. Millennials representing those born between 1980 and were raised by Baby-Boomers and the general BY DAVID 2000. We are looking at consumers today prosperity of their families and broader society COLETTO who are between the ages of 17 and 37. As and the way in which they were raised ingrained you would expect, there are substantive in them exceptionally high-levels of optimism differences between someone aged 17 and 37 and self-confidence which are enhanced by including their level of maturity, their stage their parents’ expectations of them. They of life, level of education, household income, grew up in a world of positive-reinforcement, and independence from parents or guardians. helicopter parenting, and constant feedback. But Millennials, whether 17 or 37 years old However, high expectations also create an share far more in outlook, experience and environment with a large amount of pressure }

HomeGoodsOnline.ca 33 and stress; Millennials are not immune to the delayed entry into adulthood and time it anxieties and self-pressure that the modern takes many to achieve major life milestones world has thrust them into. like becoming financially independent, Millennials are also digital natives. We grew getting married, or having children. Like their up with technology and have made it a central Baby Boomer parents, almost all Millennials part of our lives. To the 90% of Millennials who see these milestones as priorities and yet own a smart phone, that device is our most cannot reach them as easily as it seemed for trusted assistant. It’s our bank, our travel agent, their parents’ generation. Due to extended our newspaper, our tele- periods of education, uncertain employment phone, our music player, opportunities, and the rising cost of housing, Each year for the and our weather person. many must put their plans on hold until later foreseeable future, That device lets us watch in life, when they are in a better financial the video content we crave, position to achieve them. That means delayed 270,000 new Millennial order food, and get us from homeownership, delayed family formation, and households will be one place to the next (by likely delayed purchasing of home furnishings. using the Uber app in many The generational change we are experiencing formed in Canada. cities). is profound and very consequential. Because And to the 75% of of the size of the generation (there are That’s 1.35 million new Canadian Millennials who approximately 10 million in Canada today) and households who will be check Facebook at least how different it is from previous generation, once a day, social media is Millennials are causing substantial disruption looking to furnish their how we stay connected, find to all markets, including those who manufacture new homes over the out what’s happening in the and sell furniture, mattresses and major world, and increasingly the appliances. next five years. way we learn about and Consider this statistic from the Canadian connect with brands. Housing & Mortgage Corporation: each year for The combination of social media and mobile the foreseeable future, 270,000 new Millennial technology has also created a perfect-storm of households will be formed in Canada. That’s connectivity that changes the way millennials 1.35 million new households who will be looking consume and process media and news content; to furnish their new homes over the next five source credibility is being steadily overtaken years. That’s 2.7 million consumers browsing and trumped by interesting content of a diverse websites, visiting retail locations and making variety and range. Millennials are not looking for decisions about brands and designs will end up their parents’ newspapers or TV shows. Instead, in their homes. they consume information that appears on the So if your business isn’t thinking about news feeds, shared by people in their networks Millennials today, it’s time you did. they trust, are interested in or want to hear I will be a keynote speaker at the Canadian things from. We have moved from a world where Furniture Show in Toronto on May 27 at 12pm. people actively seek out news and information I’ll share my perspective on my generation to a passive one, where the information we and offer tangible recommendations on how consume is delivered to pre-curated news to position your business to take advantage of feeds, isolated from people, perspectives, and this huge market. www.canadianfurnitureshow. ideas outside of our networks. com/trends-and-activities/presentation. Half of Canadian Millennials tell us through I’m also excited to be working with survey research that their smart phone is the HomeGoods.ca on an exciting project that primary way they access the internet. So that will study the preferences and behaviours of very small screen is our gateway to an unlimited Canadian Millennials when it comes to home amount of information, and is likely the way furnishings and major appliances. We will we are doing research about your business. share more in the coming weeks. HGO And let me make clear: If you’re not online in a meaningful way, your store or brand basically DAVID COLETTO is the chief executive officer and doesn’t exist. founding partner of Abacus Data, a full-service One final dimension is critical to under- market research firm based in Ottawa. David is standing Millennials: we are entering one of Canada’s leading experts on Millennials “adulthood” much later in our lives compared and generational change and operates the website with previous generations. This stress and www.canadianmillennials.ca. Find out more anxiety we feel in our lives is compounded by about David and his firm at www.abacusdata.ca.

34 HGO merchandiser Zucora is Canada’s largest provider of home furnishing protection programs. For more than three decades we’ve been building a legacy, rooted in our industry-wide reputation for outstanding service for national, regional and independent home furnishing retailers.

HomeGoodsOnline.ca 35 For more information, please get in touch: 1 800.388.2640 | [email protected] | www.zucora.com PRODUCT STRATEGIES

THE MATTRESS: A TECHNOLOGICAL MARVEL Technology is driving growth in the mattress and bedding business. The product itself is becoming more sophisticated. So is the means by which is marketed and sold to the consumer. Canadian manufacturers are adapting to this reality quite nicely. BY MICHAEL J. KNELL

F ONE WAS TO ASK THE MAN OR WOMAN ON executive vice president of Zedbed, the specialty mattress the street if a mattress is a technological marvel, maker based in Shawinigan, Quebec. “Cost efficiency is the immediate answer is most likely to be no. something we never stop working on for a smaller company Having surveyed several of Canada’s leading like Zedbed, it’s a must.” mattress manufacturers, it could be reported He believes many mattress manufacturers are missing the Ithat’s not quite correct. In fact, whether its technology value proposition. “They continue to bring to market fairly incorporated into the construction of the mattress similar products year after year or they tend to copy each itself; technology used in the manufacturing process; other,” he says. “It’s very difficult to increase the price of the or, technology used to support the interaction with the goods when you proposition isn’t different from anything consumer, the making, marketing, selling and use of this else on the market.” rectangle used to sleep on has become a technologically The need to create differentiation while adding to their sophisticated endeavour. value proposition was partly why Zedbed acquired the Technology is also impacting the mattress business in license to manufacture the Natura World brand last year. other ways. The emergence of the ‘pure play’ e-commerce “We now have two specialty bedding brands and can retailers (see ‘The boxed bed – selling the mattress online’ claim to produce the largest range of all-foam mattresses elsewhere in this issue) are beginning to change how in Canada,” Gélinas said. “We continue to pour own high- the industry interacts with the consumer. What’s not density foam. This gives us a unique and exclusive feel. We immediately appreciated is they are not just disrupting also manufacture adjustable beds to order.” retail; they are also disrupting manufacturing as most of Most industry executives agree the two biggest mattress these players make and sell their own product assortment. technology advances of recent years has been the widespread Generally speaking, the ‘pure play’ e-tailers aren’t offering integration of gel and other cooling materials in to the the consumer established mattress brands. mattress itself, coupled the movement of the adjustable bed But most Canadian mattress company executives agree out of the specialty/healthcare market into the mainstream. the fundamentals haven’t changed. It’s all about building Steve Millar, vice president and general manager of a better bed that’s delivered to the consumer at the best Tempur Sealy Canada (TSC) notes this evolving mattress possible price while providing solid margins to the retailer. technology has significantly slowed the price pressures the For most that means using technology to ensure profitability industry suffered in the years immediately following the and cost efficiency throughout the supply chain. 2008 recession. “Our unit selling price continues to increase “Creating value for the retailer and the end consumer year-over-year,” he says, adding this has been fueled by is the best way to ensure profitability,” said David Gèlinas, the expansion of company’s Tempur-Pedic, Stearns & }

36 HGO merchandiser The higher price points, greater comfort and overall better quality offered by its Stearns & Foster label has been driving growth for Tempur Sealy Canada. The company believes it’s in these ‘better’ and ‘best’ categories where retailers can really differentiate themselves, especially from the ‘pure play’ e-commerce specialists.

HomeGoodsOnline.ca 37 Top: Zedbed, the foam specialty producer as created a line of mattresses specifically designed to all traditional Canadian retailers to compete with the ‘pure play’ online mattress purveyors. The family- owned manufacturer also provides support for the retailer including educational materials and drop shipping.

Bottom: Adjustable beds, such as this model from Sealy Posturepedic, have crossed over from the healthcare/ institutional market to the mainstream consumer market to become one of the fastest growing categories in today’s mattress business.

beds to pillows and comforters, retailers have a good chance to increase revenues by at least 10% or more.” He notes often the customer goes to a big box store to buy those needed accessories for the simple reason that the sale associate doesn’t present them when the mattress is sold. “Having more accessories on the floor – not just in the system – is a great way to remind the sales associate they are there to be sold,” Gélinas said. From Millar’s perspective, the retailer’s best action plan to grow his bedding business using the latest in technology – technology found in the product, technology used to market the product and technology used to interact with the customer. “Many of our brick and mortar retail partners are seeing increasing success with e-commerce based platforms,” he notes. “We are continuing to work with them to help improve their online presence with improved digital Foster and Sealy Posturepedic brands, all of which occupy assets from our marketing group.” suggested retail price points above the entry level. Eric Besner, vice president of sales and marketing for These are brands, he adds, “that continue to drive traffic Simmons Canada, believes the technological revolution in and conversion in the store. From our market data, we mattresses is only just starting. “We are soon going to see continue to see the trend that average unit selling price is the advent of smart technology in beds,” he explains, adding accelerating while unit growth is flat to down.” Simmons expects to introduce the Sleep Tracker into the TSC retail partners are also building profit in other market at some point this year. ways. “In the past three years, we have seen the average This innovation is designed to give the user indications ticket grow with retail sales associates selling higher ticket of how he or she sleeps, so measures can be taken to make mattress as well as by increasing their attachment rates to improvements. “It’s about helping the consumer get a better adjustable beds and accessories including specialty pillows night’s sleep on a good mattress,” Besner said. and mattress protectors,” Millar says. Something similar was introduced by Magniflex – the Gélinas concurs accessories are key to continued growth Italian mattress manufacturer – earlier this year. Smartech in both top line sales and bottom line profit. is described as an integrated sleep system that combines “Retailers have to increase revenue through improving an an adjustable base, a mattress and a large number of often under-developed area of the bedding business: top-of- sensors to record a wide variety of data on the user and bed accessories,” he enthuses, noting in his experience over her environment. The data points include: the time the the past four years, the upticks in AUSP (average unit selling user wakes up; the hours slept; the user’s average heart price) have been “marginal” at best. “Selling mattresses is rate and its fluctuations throughout the night; the user’s not enough,” Gélinas says. “From protectors to adjustable average respiratory frequency; the brightness and noise }

38 HGO merchandiser WIN THE DAY. START TONIGHT. Revolutionary TEMPUR® material responds to your body’s temperature, weight, and shape for truly personalized comfort and support. Tempur-Pedic helps you find your next level by allowing you to sleep deeply and wake up feeling powerful. DISCOVER YOUR POWER AT WWW.TEMPURPEDIC.CA HomeGoodsOnline.ca 39 Launched at the Las Vegas Market earlier this year, the Smartech sleep system from Magniflex will detect snoring and then adjust itself until it is gone. Advanced technology such is this is currently driving the new product development efforts of almost every mattress manufacturer.

Tempur-Pedic has become one of the fastest growing brands in the Canadian market in recent years. Originally marketed as employing the foams used by astronauts, it has always embraced advanced technology in its development.

level in the bedroom, and so on. The sensors are built into sales becoming bigger and bigger. Retailers who are not the mattress. interested in selling online are going to lose market share. It’s interesting to note, Smartech has an estimated retail My advice to our retail partners is to start working on a price point of $22,999. real and strong e-commerce strategy to sell more beds on Other technology advances will take will take a more their own web site. Their offerings have to be better than the evolutionary tack. Gèlinas, for example, believes mattresses online mattress retailers and we are here to help.” will take a page from the upholstery handbook. “We can It’s a refrain common to all of the mainstream mattress expect a new way to build mattresses that will allow people to manufacturers serving the Canadian market. They all customise their sleep system and decide their own comfort acknowledge it’s vital for every mattresses and bedding level,” he says. retailer to have an online presence. It doesn’t matter how He also expects the use of air chambers in spring, great the store is, how on the mark the assortment is or how foam and hybrid mattresses will be perfected in the not above average the service is – if the store isn’t online, it isn’t too distant future. This technology should offer several anywhere. But the store also has to have more. interesting solutions around temperature control and “Retailers should focus on having a broad selection on support adjustment. These air pockets could also serve to mattress technologies and price points,” Millar says. “There hide sensors. “These solutions are not really new but sales is not a one price fits all strategy. There are many difference in this category and floor placements are marginal,” Gèlinas consumer demographics that have different needs.” says. “This could be the next important advancement.” While innerspring and encased coil technologies continue These advances in technology, however and wherever account for the majority of mattress sales, Millar points out they are used, have become vital tools in an ever changing the memory foam segment continues to grow. Consumer and challenging competitive environment. preferences continue to revolve around ‘support’, ‘pressure At retail, the mattress business seems to have divided relief’ and ‘comfort’ when mattress shopping. “We are also itself into three broad segments: e-commerce, with both ‘pure seeing trends towards ‘cool’ and ‘clean’ as additional wants play’ competitors – such as Casper, The Naked Mattress and in shopping for a mattress,” he says. Novosbed; in the independent retailer, whether a mattress Industry executives also see continued growth in the specialist or a full-line furniture merchant; and, the ‘majors’ mattress business, from manufacturing to retail. – a group that includes nationals such as Sleep Country and “While we expect to see the continuing trend of unit sales Leon’s to big box operators such as Costco. for the industry to be flat while the average unit selling price “The challenge for the independent is the majors are increases,” Millar says. “Our retail partners continue to drive getting more aggressive than ever,” observes Steve Amis, merchandising based on a broad selection of price points vice president of sales and marketing for Springwall Sleep and a logical step-up for the consumer.” Products. “And the independent has to tell a different story. “I’m forecasting growth as the economy is going to get The consumer wants convenience and that’s where the better than it was a few years ago,” Gélinas says. HGO independent can shine.” All of these industry execs agree plotting a path to growth MICHAEL J. KNELL is the publisher and editor of Home Goods is no simple task in 2017. There are a lot of variables, but it Online and all of its platforms. He has observed, researched can be done. and written about Canada’s furniture and mattress industry “I don’t expect to see major changes in the competitive for the past three decades. He can be reached at mknell@ market,” Gélinas says. “For sure, we see online mattress homegoodsonline.ca.

40 HGO merchandiser INDUSTRY CALENDAR

May 26 to 28, 2017 August 13 to 16, 2017 September 13 to 15, 2017 November 16 to 18, 2017 CANADIAN FURNITURE SHOW TORONTO GIFT FAIR HOME IMPROVEMENT ANNUAL CONFERENCE Quebec Furniture CANADIAN GIFT ASSOCIATION ERETAILER SUMMIT QUEBEC FURNITURE Manufacturers Assn. International Centre Rosen Shingle Creek MANUFACTURERS ASSN. International Centre Toronto Congress Centre Orlando, FL Ritz-Carlton Hotel Mississauga, Ontario Mississauga, Ontario eretailersummit.com Montreal canadianfurnitureshow.com cangift.org afmq.com/en September 28 to October 1, May 30 to 31, 2017 August 15, 2017 2017 INTERIOR DESIGN SHOW November 29 to 30, 2017 STORE 2017 CHFA ANNUAL GOLF CLASSIC VANCOUVER IIDEX RETAIL COUNCIL OF CANADA CANADIAN HOME Vancouver Convention INTERIOR DESIGNERS Toronto Congress Centre FURNISHINGS ALLIANCE Centre West OF CANADA Toronto Caledon Woods Golf Club Vancouver, BC Metro Toronto Convention storeconference.ca Bolton, Ontario vancouver. Centre - North chfaweb.ca interiordesignshow.com iidexcanada.com June 8 to 11, 2017 TUPELO FURNITURE MARKET August 20 to 23, 2017 October 1 to 3, 2017 Tupelo, Mississippi PRIMETIME ANNUAL CONVENTION tupelofurnituremarket.com CANTREX NATIONWIDE MEGA GROUP Sands Expo Convention Vancouver July 30 to August 3, 2017 Center megaconvention.ca LAS VEGAS MARKET Las Vegas, Nevada World Market Center nationwideprimetime.com October 14 to 18, 2017 Las Vegas, Nevada HIGH POINT MARKET lasvegasmarket.com August 27 to 30, 2017 High Point, North Carolina ALBERTA GIFT FAIR highpointmarket.org CANADIAN GIFT ASSOCIATION Edmonton Expo Centre Edmonton, Alberta cangift.org

Pages 2-3 St-Laurent, QC H4M 2V2 Concord, ON L4K 5M8 Page 35 Phoenix AMD International T: 514.335.0260 F: T: 800.663.8540 Zucora 41 Butler Court 514.745.1741 sertacanada.com 552 Clarke Road Bowmanville, ON L1C 4P8 cantrex.com London, ON N5V 3K5 T: 800.661.7313 Page 25 T: 800.388.2640 phoenixamd.com Page 13 Magniflex zucora.com Superstyle Furniture 1000 5th St., Suite 220 Page 5 123 Ashbridge Circle, Miami Beach, FL 33139 Page 39 Stearns & Foster Woodbridge, ON L4L 3R5 T: 905.481.0940 Tempur-Pedic Tempur Sealy Canada T: 905.850.6060 F: magniflex.com Tempur Sealy Canada 145 Milner Avenue 905.850.6061 145 Milner Avenue Scarborough, ON M1S 3R1 superstylefurniture.com Page 29 Scarborough, ON M1S 3R1 T: 800.268.4414 Las Vegas Market T: 800.268.4414 stearnsandfoster.ca Page 15 475 S. Grand Central Pkwy. tempurpedic.ca Zuo Canada Las Vegas, NV 89106 Page 7 450 Port Royal O., T: 702.599.9621 F: Page 46 Canadian Furniture Show Suite 402 702.599.9622 Home Goods Online 101-1111 Saint-Urbain Montreal, QC H3L 2B8 lasvegasmarket.com P.O. Box 3023 Montreal QC H2Z 1Y6 T: 514.382.6661 Brighton, ON K0K 1H0 T: 514.866.3631 zuomod.ca Page 32 T: 613.475.4704 canadianfurnitureshow.com Protect-A-Bed homegoodsonline.ca Pages 20-21 1500 S. Wolf Road Pages 10-11 Serta Canada Wheeling, IL 60090 Cantrex Nationwide 40 Graniteridge Road, T: 519.822.4022 ADVERTISERS’ INDEX ADVERTISERS’ 9900 Cavendish, Suite 400 Unit #2 protectabed.com

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