Online Mattress Brand Casper To Open Brick-And-Mortar Stores
The reported move to physical retail follows an experimental series of pop-up shops recently debuted by the two-year-old startup.
Popular mattress e-tailer Casper is reportedly opening a fleet of physical stores, making the startup the latest in a long line of companies to move from “clicks” to “bricks” in a bid to attract new customers and boost sales by catering to consumers’ omnichannel shopping habits.
The brick-and-mortar move became public when Casper, which is known for delivering mattresses compactly folded into a box, posted help wanted ads on its website. First noticed by The New York Post, the ads show the company seeking a director of retail to “build, launch our retail store fleet,” a director of wholesale, and a hospitality partnership manager, among two dozen other positions around the world, according to the initial report.
The benefits that successful e-tailers glean by moving from online-to-offline are well documented: Just think of Warby Parker’s expansion from a cult online brand to a behemoth with over 40 stores across the country.
Essentially, brands have prioritized online-to-offline marketing strategies as the understanding of thinking “omnichannel” has grown. As shoppers increasingly rely on a diverse assortment of devices and visit a variety of store locations, it makes sense that brands have to manage their digital presence so as to remain consistent across all of these touch points. This has resulted in a variety of brand initiatives that attempt to blend the online and offline worlds in a seamless manner.
And given Casper’s recent activity, it doesn’t come as much of a surprise that the company is dipping its toes into the offline retail waters now.
Pop-Up Store Test
Casper first explored the idea of offline commerce through its recently opened pop-up shops in Los Angeles, London, and New York. It also entered a deal back in July to allow its products to be sold in West Elm furniture stores.
At a Brand Innovators event in September, following these initial offline experiments, Casper was typically mum regarding any concrete future plans for permanent retail spaces. But its remarks about understanding consumer behavior across touch points indicate that the company has understood the advantages of creating a cohesive brand experience — regardless of channel — all along.
“I think what is really interesting to us is that when we’re held accountable to ROI objectives, we’re actually thinking about the role that every channel plays,” said Emma Solokoff, strategic partnership manager at Casper. “The numbers don’t really tell a complete story, because one channel would be nothing without the other.”
Casper CEO and cofounder Philip Krim essentially echoed the idea that no single channel is enough as the news of the potential hirings broke.
“We’ve always had a lot of conviction that Casper is not a digital-only company,” Krim, who refused to confirm the brick-and-mortar plan, reportedly told the Post. “We have been lucky enough to have incredible growth since our inception, and with that comes the need to fill and create new positions. We are always looking for great talent across a wide range of channels, including, of course, retail.”