From Clicks to Bricks: Silk & Snow’s Next Chapter in Retail with CEO and Co-Founder Albert Chow

Mar 7, 2025

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In this episode, I welcome back Albert Chow, co-founder & CEO of Silk & Snow, to explore the company’s dramatic evolution from a digital-native sleep brand to a powerhouse in physical retail. The conversation dives into Silk & Snow’s ambitious expansion plans, with 14 new stores set to open across Canada by the end of the year.

Albert shares the brand’s journey from its 2017 launch as an online mattress-in-a-box retailer to its current position as a multi-category sleep essentials and furniture brand. The company’s emphasis on high-quality, locally sourced materials and transparent manufacturing has resonated with customers, helping it differentiate from competitors. A key milestone in its growth was its partnership with Sleep Country in 2023, facilitating its entry into brick-and-mortar retail, starting with a test location in Ottawa. With the success of that initial store, Silk & Snow expanded to Edmonton and Laval and is now gearing up for a nationwide rollout.

The discussion highlights the strategic thinking behind the company’s retail expansion. Rather than relying solely on traditional metrics like sales per square foot, Albert sees the physical locations as key brand touchpoints that enhance customer trust and engagement. The company’s stores serve as sales hubs and brand marketing tools, reinforcing Silk & Snow’s premium positioning in the sleep and home goods market.

Albert also delves into the challenges and opportunities presented by today’s complex supply chain landscape. With increasing consumer demand for Canadian-made products and ongoing trade uncertainties, Silk & Snow has benefited from its early investment in local sourcing. While many brands are now reacting to shifting trade policies, Silk & Snow’s commitment to Canadian manufacturing and partnerships with European suppliers, such as those in Portugal, have provided a competitive advantage.

Albert shares his vision for Silk & Snow’s future, including a potential push into the U.S. market. Drawing inspiration from Canadian retail success stories like Aritzia and Lululemon, he sees an opportunity for Silk & Snow to become a leading North American brand. With a methodical approach to expansion and a strong focus on customer experience, Silk & Snow is positioning itself for long-term success.

Whether you’re a retail industry professional or fascinated by the evolving world of e-commerce and brick-and-mortar integration, this episode offers valuable insights into what it takes to scale a modern brand in today’s competitive retail environment.

https://www.silkandsnow.com/en-ca/

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https://www.linkedin.com/company/silk-snow/

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.