How Silk & Snow Saved $1.3M with Purpose-Driven Checkout Powered by veritree

In a marketing landscape where sustainability is often more slogan than strategy, one Canadian retailer is proving that purpose-led initiatives can drive both impact and profit.

Silk & Snow, a Toronto-based home and sleep brand, recently partnered with veritree, a leading nature restoration platform, to offer customers a bold choice at checkout: take the traditional free gift bundle or plant trees in wildfire-affected areas of British Columbia.

The results speak volumes. In just 12 months:

• 30,000 trees were planted through customer opt-ins

• The brand saved over $1.3 million in product and logistics costs

• Customers who chose the tree-planting option had a 32% higher average order value

• Those same customers were 10% more likely to return

These numbers aren't just environmental feel-goods, they're smart business.

Replacing Discounts with Impact

For years, Silk & Snow included a complimentary bedding bundle with each mattress purchase. But as costs rose and customer preferences shifted, the team saw an opportunity to innovate. Working with veritree, they embedded reforestation into the checkout flow, letting customers exchange the physical perk for ecological restoration.

This “values exchange” resonated deeply. During a spring campaign promoting the initiative, tree purchases rose by 128%. The company also saw a halo effect in brand sentiment, with customers calling the brand “authentic,” “trustworthy,” and “a company that walks the talk.”

From Awareness to Action

What sets this initiative apart is veritree’s verified impact model. Each tree planted is traceable, measurable, and part of long-term ecosystem recovery. Planting is done in partnership with Indigenous communities and focused on post-wildfire restoration, making the action both local and relevant.

“Partnering with veritree enables us to engage with our community over shared values and priorities,” said Albert Chow, Silk & Snow’s CEO. “We’re influencing sustainable behaviours and seeing real marketing returns.”

A Model for Modern Marketers

In a world where greenwashing erodes trust, Silk & Snow’s transparency is refreshing. The brand isn’t just offsetting emissions, it’s building a customer experience around regeneration, stewardship, and choice. And it’s working.

This isn’t CSR on the sidelines, it’s marketing embedded in mission.

For marketers looking to build loyalty while meeting environmental goals, this is a playbook worth studying:

• Let customers opt into values, not just savings

• Partner with platforms that offer proof, not promises

• Embed sustainability into product strategy, not just comms

As veritree CEO Derrick Emsley puts it, “Our goal is to help brands move from intention to measurable outcomes. This partnership is a glimpse at what’s possible when values meet verified action.”

Looking Ahead

Silk & Snow and veritree aren’t alone in this movement. With over 100 million trees pledged across 300+ corporate partners, veritree is shaping a new generation of sustainability marketing, one rooted in transparency and impact.

For Canadian marketers navigating the balance between growth and responsibility, this case study isn’t just a good news story, it’s a smart blueprint.

Case Study Related To: Beyond Greenwashing: How Smart Marketers Are Using Carbon Offsets with Transparency