Monday, October 15, 2018

30 minutes with Casper's head of marketing

Retail Dive
In just four years, Casper has become a major force in the mattress space, going from an e-commerce only retailer to one that has partnered with Target, experimented with pop-ups and now plans a store fleet of 200 by 2021. But as anyone at Casper would tell you, it's not a mattress company — it's a sleep company.

That designation has informed a lot of the choices Casper has made, from how the retailer designs its stores to why it opened a pilot store in New York that sells naps ($25 for a 45-minute snooze). If you ask Chief Marketing Officer Jeff Brooks, who's finishing up his first year at the company, that different approach to mattress selling is why the company has been so successful. . . . more