Casper founders wanted to make the idea easier to buy a mattress

Casper founders wanted to modernize mattress shopping

The all 5 founders of Casper had their big idea — sell mattresses online, direct to the customer — after they had a talk about their own sleeping habits.

“We kind of compared notes on how we were sleeping as well as also what we were sleeping on. We saw there was a big variation, as well as also none of us knew if one was better than the some other,” co-founder Philip Krim told CNNMoney.

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They realized they also dreaded the experience of buying a mattress, which felt a lot like buying a used car. There had to be a better way.

“the idea’s still a very antiquated experience where you go to the store on every corner, you walk in in your street clothes, you’re supposed to lay on a mattress under fluorescent lights as well as also then know how you’ll sleep,” Krim said. “the idea just seemed very perverse to us.”

“which’s where we came up with the idea of letting people try the idea in their home as well as also actually sleeping on the product before they were committed to the idea.”

Still, the idea took a while for investors to see the merit.

“We were laughed out of the room a lot of times,” Krim said of the team’s fundraising efforts. “People thought we were crazy. How could you make a mattress brand cool?”

The founders eventually did raise enough money. They launched Casper in 2014.

Related: Harry’s founders wanted to make razors more affordable

As the idea grew in popularity, some other direct-to-customer mattress companies popped up. At the same time, online reviews proliferated for all kinds of products. which includes affiliate reviewers, who partner with companies as well as also are compensated when a customer buys a product because of their referral.

In April 2016, Casper sued three mattress bloggers for false advertising as well as also deceptive practices. The suits alleged which the bloggers steered readers away via Casper as well as also toward mattress companies which the bloggers had a business relationship with.

Two of the cases settled quickly. The third, against the blog Sleepopolis, dragged on before eventually settling, as well as also Casper helped another company purchase the site. (The founder of Sleepopolis, Derek Hales, did not respond to requests for comment.)

“We do work with affiliate reviewers,” Krim said. “We have no issues with affiliates, yet we require which everyone discloses what their relationship is usually with us, what their relationships are with others. as well as also we only work with folks which we believe are following best practices in This specific space.”

Related: The founders of Away changed the luggage industry after a travel mishap

While Casper is usually an industry leader, Krim said there’s a long way to go before he’ll label the company a success. He as well as also the some other founders are still looking for ways to innovate, as well as also they have lofty aspirations.

Nike made active lifestyles appealing as well as also Whole Foods popularized healthy eating, he said, as well as also “we think the third pillar of wellness is usually sleep.”

“We want to be the brand which people talk about as truly accelerating the movement around realizing which prioritizing sleep is usually an important thing,” he said.

CNNMoney (brand new York) First published November 10, 2017: 3:38 PM ET


Source : Casper founders wanted to make the idea easier to buy a mattress