Essentia opened its flagship store in Toronto's Beach area. Jack Dell'Accio, the founder and owner of Essentia Group, spent more than 3.5 million dollars in his development of the first and only toxin-free, memory foam mattress. As a Canadian, he wanted to open his first store in Toronto with the second and third stores planned for London, England and Vancouver, BC respectively. In these uncertain economic times, it's quite a gutsy move, however, as Essentia is an innovative company with a unique product, it will surely be a move in the right direction.