Casper which originated online is getting ready to merge into the brick-and-mortar world!
Casper, first gained popularity in 2014 when CEO Phil Krim launched the online mattress store. Krim recalls the day when a woman walked into his original headquarters and asked to try out one of the mattresses. After converting one of the conference rooms into a testing bedroom, Krim said people kept coming in to lie down. In 2015, the testing room turned into a pop-up location in Los Angeles; in 2017, the Bay Area got a concept store in San Francisco and in 2018, New York City’s Noho Sleep Shop opened, where prospective customers could find a chamber of napping pods along with sample beds.
Since then, the company has expanded to 20 retail stores across North America. And by September 2019, Casper had more than doubled that number, with 60 retail stores and 18 partnerships with traditional retailers like Target and Costco, which sell Casper products in-house.
Stores remain central to selling mattresses because the products beg to be tested, experts say. Even if a customer doesn’t leave with one, they may later order one online once they know how it feels. The opposite is true, too: “Somewhere between 75 and 85 percent of customers still purchase in-store, even if they are going online to find it,” said Brooke Figlo, Tuft & Needle’s head of public relations.