Rumors of the death of brick and mortar were greatly overstated. From Bonobos to Warby Parker, many stores that once began as digital-only plays have now branched into physical retail. Now Casper joins them. The sleep brand just opened its first permanent brick-and-mortar store–called Casper Sleep Shop–in New York City’s Noho neighborhood.
Casper, launched in 2014, sells mattresses that get delivered to the customer’s house in a box. It is among many other bed-in-a-box startups, including Saatva, Purple, and Tomorrow Sleep. Over the last few years Casper has tinkered with various retail concepts, like pop-ups and trucks that would allow people to take short naps. Casper also partnered with Target to sell products in store.
