Casper Won’t Rest Until It Becomes the ‘Nike of Sleep’
Photo Credit: A man is shown in bed. Casper has its sights set on winning the whole genre of “sleep.” Unsplash / @thirdwheelphoto
Skift Take
Casper wants to dominate all things sleep, but there are so many companies in the space that the mattress maker will likely struggle to win over the whole category.
What company doesn’t want to dominate a whole wellness category, whether it’s Beyond Meat aiming to top Impossible Burger or Athleta looking to beat Lululemon?
But direct-to-consumer mattress startup Casper is taking an even more ambitious approach. It has its sights set on winning not just a single sector — like mattresses — but the whole genre of sleep. Yep, what you do for eight hours a day, if you're lucky.
After realizing mattress sales can only win you so many customers (after all, who replaces their mattress that often?), the company wants a total sleep takeover.
Right now, Casper sells mattresses, night-lights, pillows, and sheets. But considering the proliferation of sleep-themed products, including sleep-tracking wearables, sleep-promoting apps like Calm, and even blue-light blocking glasses, there’s a lot of room to grow — or companies to
