Retail

SleepyCat opens 50th store in Gurgaon

D2C mattress brand hits milestone offline, forcing kiranas and multi-brand furniture shops to match try-before-buy experience.

Meera Iyer, Retail correspondent·26 September 2026·4 min read

Empty modern sleep studio interior with mattresses on display under soft lighting

SleepyCat opened its 50th Sleep Studio in Gurgaon on 25 September 2026, marking a rapid offline push from its D2C roots. The new outlet targets busy professionals and families in the corporate hub with mattresses, pillows and comfort products for in-store trials. The brand now spans multiple cities after starting with a single store.

SleepyCat reached the 50-store mark with the Gurgaon Sleep Studio launch on 25 September. The format lets shoppers test products before buying, a shift from pure online sales.

Shop-floor staff now handle more footfall queries on firmness and returns, cutting online bounce rates but raising rent and inventory holding costs at each till. A dark-store rider delivering a pillow overnight faces direct competition from same-day studio pickup.

Reaching the 50-store milestone represents a significant phase in SleepyCat's retail expansion.

This pressures multi-brand home retailers and local mattress dealers who lack dedicated trial zones, while helping mall landlords fill lifestyle space. Pure D2C peers without offline may lose share in tier-1 catchments.

Watch festive Diwali footfalls at the new store and any FY27 store-count filing for the next 35 outlets toward earlier 85-store ambitions.

Filed under Retail·Meera Iyer

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