June 2018, London: Casper, the global sleep company named one of Fast Company’s Most Innovative Companies in the World, has a lot to celebrate after only two years in the UK. Within the last 6 months, Casper turned towards profitability in the UK, by growing at a rapid pace with three-digit growth figures year over year, taken its obsession with customer service to the next level with a new nationwide delivery service that removes and recycles your old mattress and reached new brand partnerships heights with the launch of an in-flight sleep range designed exclusively for American Airlines’ first and business class passengers on a global level.
Spearheading growth and changing behaviour
The sleep company’s impressive growth is, in parallel, propelling the meteoric rise in online mattress sales which are now bigger than traditional in-store sales.[1] In fact, purchases made at the big national bed specialists are down year-on-year (23per centin 2017 vs 19per centin 2018) whereas the ‘bed-in-the box’ channel, driven by tech start-up company such as Casper, more than doubled (up from 2per cent in 2017 to 5per cent in 2018). This proves just how dramatic the shift in consumer behaviour has been since Casper’s UK launch, with new mattress owners much more motivated by a convenient online experience, instant delivery and a 100 nights sleep trial – a game-changing service orginated by Casper.
The secret behind Casper’s UK sleep success
[1] National Bed Federation – September 2017 through to the end of February 2018, showed that 51per cent of purchases were made online compared to 47per cent in-store.
Casper’s success in the UK is no surprise and its latest partnership with American Airlines is testament to the power, reputation and desirability of the Casper brand. Alongside its iconic personality that consumers love, Casper is armed with an impressive blue and white striped book of celebrity investors and an omnichannel business strategy that has rapidly begun implementation in Central Europe. It has also been quick to effectively diversify its award-winning product portfolio. Made famous by the iconic bed-in-a-box, named TIME Magazine’s Best Inventions, Casper’s UK sleep collection now includes sheets, pillows, a mattress protector and more recently the Casper Dog Bed, which as well as getting tails wagging, drove significant brand love. Whilst taking Casper to the skies, its innovative range of in-flight sleep products have been ensuring first and business class American Airlines passengers sleep soundly on their journey from London to New York.
Award winning innovation and unrivalled customer service
As the tech company that created this new mattress sector, where profitability is far from the sector norm, Casper continues to obsessively improve every single part of the business. This includes relentless product innovation, which most recently saw its iconic mattress design awarded Which? ‘Best Buy Mattress’ for a second year running. Whilst continued investment in seamless customer service has resulted in the launch of a new nationwide delivery experience, unrivalled by competitors. Born in direct response to customer feedback, Casper now offers a service which see its team will unbox the new mattress in the customer’s chosen room, before removing and fully recycling the customer’s old mattress.
A business blueprint for a disruptive mono-brand
Named Marketing Week’s Top 100 Disruptive brands in 2017, Casper has been leading a dramatic movement in the consumer goods industry, followed by a growing number of innovative startups, which has seen agile mono-brands with big personalities rapidly eroding multi-brand category value. Following Casper’s lead, these smart digital disruptors have loudly awoken traditional sleeping giants with convenient and clickable solutions to genuine consumer challenges. Casper’s profitable UK business model serves as a blueprint for ambitious high growth startups looking to successfully reshape a market in its own image.
Constantin Eis, MD of Casper in Europe said: “We’re extremely proud of the overwhelming success Casper has delivered in the UK in just two years. We have big ambitions to gain further market share in the segment. Casper is the original sleep pioneer and through our superior products, which are continuously perfected by the most forward thinking sleep engineering team in the world, first class customer service, UK consumers love and high profile partnerships, we continue to lead the sleep revolution from the front.
Often copied but never challenged, this innovative business model has enabled us to not only establish, but to aggressively grow our category as we quickly become one of the fastest growing consumer brands of all time. But this is only the beginning of the Casper story in the UK and we are incredibly excited to continue to flip the industry on its head one great night’s sleep at a time.”
For more information about Casper, to enquire about an interview opportunity with Constantin Eis or to call in products to sample please reply to ukmedia@casper.com
Casper (casper.com) is a global sleep company that launched in 2014 with one perfect mattress sold directly to consumers — eliminating commission-driven, inflated prices. Its critically acclaimed sleep surface was developed in-house, has a sleek design, and is delivered in a small, “how did they do that?”-sized box. The company is one of the fastest growing consumer brands of all time, earning $100M in revenue in 2015 — its first full calendar year. In 2016 Casper launched in the United Kingdom, Germany, Austria, and Switzerland. Casper launched in France in April 2017. The company was named Fast Company’s 50 Most Innovative Companies in 2017, and its eponymous mattress was crowned one of TIME Magazine’s Best Inventions.
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