David Owen makes mattresses in North York and sells them on Queen Street West. It sounds simple, but this 30-minute supply chain has become the foundation of a retail strategy that’s thriving while other businesses struggle.
Owen founded Dozy in 2017 after working in his family’s mattress business for years. The company started in a small North York showroom, moved to Spadina Avenue, and two years ago settled into 1,500 square feet at 290 Queen Street West.
“We started Dozy to bridge the gap between traditional retail stores like Sleep Country, The Brick, and Leon’s, where it’s a very transactional sales model,” Owen said during a recent interview at his Entertainment District location. “We took the good parts of that, which is the physicality of being able to come in and try a mattress and touch and feel it and deal with an expert. But also we like the online concept where people are getting a more personal kind of a less in your face experience.”
The approach is working. While many Queen Street businesses have closed or struggled, Dozy has built a customer base that travels across the city specifically to visit the store.
Customers seek out Dozy, not the other way around
Most Dozy customers aren’t browsing. They’ve done their homework before walking through the door.
“Customers are coming in and asking specific questions, but generally they’re seeking us out specifically,” Owen explained. “They’re not just necessarily walking by and just stumbling in. They’re coming, they’re in the market, they’re looking for mattresses and they’re asking specific questions.”
These customers follow a pattern Owen has observed over the years. “Especially if they’re a more research customer, they’re interested in trying the mattresses first and then asking follow-up questions on what is in the mattress, maybe why they like it, comparing two mattresses together, asking us about other brands and how we stack up.”
This destination shopping model reflects broader consumer shifts toward supporting local businesses and Canadian-made products.
Queen Street West as business education
Owen chose Queen Street West deliberately. The Entertainment District location puts Dozy among Toronto’s most competitive retail strips, where only strong concepts survive.
“Queen Street is obviously the street,” Owen said. “And it’s good for any brand to come here, I think at some point in their evolution, because people hold Queen Street, and the businesses, in high regard. So it was important for us to come here. It was kind of like a rite of passage.”
The street has taught Owen lessons about retail that he couldn’t learn elsewhere. “When you’re on Queen Street, you’re interacting with many fantastic entrepreneurs and business owners,” he said. “There’s lots to learn on this street. That is for sure. And there’s lots that the street can teach you as well.”
Queen Street West historical real estate data supports Owen’s assessment. The corridor from University to Bathurst remains one of Toronto’s most competitive retail strips with consistently high occupancy rates, with international brands competing for premium locations.
Thinking bigger, staying local
After ten years building the brand, Owen is considering expansion within the Entertainment District. But he’s not looking to leave Queen Street West behind.
“Now I think as we have a 10 year old fully established brand, I don’t necessarily think that the need for Queen Street is the same as it was five years ago,” Owen observed. “I think being on maybe a side street with a bigger space still in the neighborhood where we can draw people to, which we do anyways, is going to probably be the move so we can show more things to more people.”
The expansion thinking comes from practical retail experience. “A customer is a timid creature and sometimes if you don’t have the right way that you’re displaying and showing things, someone may not want to interact with the top shelf and ask you for help to bring it down,” Owen said. “We need a bigger space to show things more, we need to show things more in your face so the product speaks for itself and the salespeople can take a step back.”
Balancing social media with in-store
Running both online marketing and physical retail requires different energy levels, Owen has learned.
“Selling on social media is all about being flashy and engaging and being loud,” he said. “And you only really have a couple seconds to capture that attention. So selling in-store, you already have their attention, right? Now we need to let people come in, relax and lay down. So the energy levels are drastically different.”
This balance between digital noise and physical calm reflects broader changes in Canadian retail. Stores that can create genuine experiences while maintaining strong online presence are outperforming single-channel competitors.
Toronto market supports local retail
The timing works well for Dozy’s model. Toronto continues to attract new residents while maintaining strong consumer spending patterns. The city’s location also provides access to millions of potential customers within driving distance without the complexity of international supply chains.
Owen’s model demonstrates how local manufacturing combined with smart retail location choices can create competitive advantages that larger chains struggle to replicate. As supply chain disruptions continue and consumers increasingly value local businesses, the Dozy approach offers a blueprint for Canadian retail success in major urban markets.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.