Target Jumps into Bed with Casper

Target is giving another digital native brand an in-store presence by exclusively stocking a selection of products from mattress and bedding e-tailer Casper Sleep.Casper products including sheets and pillows rolled out to more than 1,200 of Target's 1,802 stores on June 18. Exclusive Casper portable mattresses and "loungers" were also available at launch at select Target locations. The aforementioned items as well as Casper mattresses, bed frames, duvet covers, bed foundations and a wider color variety of sheets are sold via target.com/casper. In stores, a dedicated endcap outfitted with signage employing a "live the dream" message stocks pillows and sheets and directs shoppers to Casper's e-commerce page within target.com. A May 16 Twitter update from Target, multiple Twitter and Facebook updates from Casper, and a July 7 "zzz you at Target" email blast from Casper supported.“Since our launch online three years ago, we’ve seen a huge demand from customers who want to experience the Casper brand in person,” Philip Krim, chief executive officer and co-founder of Casper, said in a media release. “Partnering with Target allows us to bring Casper products directly to consumers in-store on a national scale. Target shares our mission of championing sleep as an essential pillar of wellness, as well as our pursuit of an unparalleled customer journey.”Casper held talks to sell itself to the mass merchant earlier this year, but discussions ended after the two sides failed to agree on the terms, according to The New York Times. Instead, Target is leading an investment in the company as the mattress maker prepares for an initial public offering down the road, the Times reported. Casper is the most recent e-commerce brand to get an in-store presence via Target. Last August, the retailer began exclusively stocking a selection of the most popular products sold by shaving supply subscription service Harry’s.

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