Target gets in bed with popular mattress-in-a-box brand

An online start-up has turned to a traditional retailer to help grown its brand.



Target Corp. has entered into a partnership with Casper, an online brand credited with disrupting the mattress category. Target will start selling the brand’s mattresses and other products, including a few exclusive items, beginning on June 18.



Launched in 2014. Casper quickly developed a cult following for its mattress, which is made of memory and latex foams, and delivered in a box. The mattress, available in a variety of sizes, comes with a 100-day money-back trial. Prices range from $550 (twin) to $1,150 (king).



“At Target, we strive to bring guests amazing new products and exciting partnerships, said Jill Sando, senior VP, merchandising, home, Target. “We love Casper’s brand and innovative products — and we really love the idea of giving our guests a simple way to get a better night’s sleep, with everything they need in one convenient place.”



Target has sold mattresses online for a while, including brands such as Sleep Comfort, Serta and Sealy. But as part of this deal, Casper will become the only mattress brand available online through Target.com, said Amy Koch, a Target spokeswoman.



The Casper mattress will be available (online only) in a variety of sizes. But other Casper products, including pillows and sheets will be available in select Target stores and on the retailer’s website.



In addition, Target will be the exclusive vendor of two new Casper items: a mattress topper, called Casper Layer, and a flexible seat, called Casper Lounger. Both products will be sold in Target stores and on its website.



“Since our launch online three years ago, we’ve seen a huge demand from customers who want to experience the Casper brand in person,” said Philip Krim, CEO and co-founder of Casper. “Partnering with Target allows us to bring Casper products directly to consumers in-store on a national scale



Target has sold mattresses, including such brands as Serta and Sealy, online for some time. But as part of its new partnership, Casper will be the only mattress brand available online at Target.com, the Minneapolis StarTribune reported.