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Courtesy Red Antler

Analysis of Casper’s IPO Filing

Welcome to the Sleep Economy.

Sleep + nutrition + fitness = wellness

As the wellness equation increasingly evolves to include sleep, the business of sleep is growing and evolving into what we call the Sleep Economy. We are helping to accelerate this transformation. Our mission is to awaken the potential of a well-rested world, and we want Casper to become the top-of-mind brand for best-in-class products and experiences that improve how we sleep.

As a pioneer of the Sleep Economy, we bring the benefits of cutting-edge technology, data, and insights directly to consumers. We focus on building direct relationships with consumers, providing a human experience, and making shopping for sleep joyful. We meet consumers wherever they are, online and in person, providing a fun and engaging experience, while reducing the hassles associated with traditional purchases. We are building a universal, enduring brand that is already embraced by over 1.4 million happy customers.

Revenues

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No free lunch

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Courtesy Casper

Marketing, brand, and design

We believe great brands win over the long-term and have the ability to change the culture around them. We have endeavored to build a brand that is genuine, trustworthy, and approachable, as well as fun and playful. Through our investment in a sophisticated and integrated marketing strategy, we engage consumers across the entire consumer journey, from our iconic public transit advertising campaigns, to our “Napmobiles” and experiential retail store concepts, to our category-leading social media presence. We see the Casper brand as an immeasurably valuable asset that we are utilizing to help capture a large share of the Sleep Economy.

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Courtesy Casper

Risk Factors

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Courtesy Honest Mattress Reviews

Influencers

Website woes

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Courtesy Really Good Emails

Email

Letter from Philip Krim, Co-Founder and Chief Executive Officer

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Courtesy Fortune

At Casper, our mission is to awaken the potential of a well-rested world. Our ambition is to build the first consumer-centric sleep brand that will endure for generations.

Today, the sleep revolution is just getting started. Spotify created a genre dedicated to sleep — and the top Sleep playlist is more popular than the top Jazz playlist. Two of Target’s five bestselling vitamins are sleep vitamins. Professional sports teams now hire sleep coaches for their athletes. And high-performing business executives acknowledge the importance of sleep in their personal and professional lives. I believe a single company will orchestrate this movement and successfully capture this opportunity. That company is Casper.

From day one, we completely reimagined the consumer experience and placed our customers at the center of everything we do. We recognized that buying a mattress was a broken consumer experience. The large, incumbent mattress brands were far removed from their customers, selling through traditional retailers employing opaque, confusing and pushy sales tactics. We addressed this meaningful gap in the market by building a direct-to-consumer business offering a joyful and transparent shopping experience through our leading website, and soon afterwards through select retail partnerships and our thoughtfully-curated stores.

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Perspectives on the consumer & retail industries, and the brands trying to upend them

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