Wake-Up Call for the Mattress Industry: Casper's Online Mattress Retail Strategy

In 2014 five young entrepreneurs launched Casper, an online sleep product company. The mattress industry was generally thought to be mature and slow growing, but the founding team saw seeds of disruption and launched an online mattress venture, even though only 5% of mattresses were purchased online at that time. Casper's launch was supported by a marketing effort that projected an approachable, likeable, trustworthy brand with a cheeky voice. The brand enjoyed much immediate success and a rapid global expansion. This case explores the ingredients that led to Casper's early success and asks students to consider how it can be sustained.