Target is getting into bed with another online-only brand that has been disrupting another part of the retail industry.

The Minneapolis-based retailer will begin selling Casper mattresses next month on its website. Casper is one of the top selling of a number of bed-in-a-box start-ups that have popped up in recent years.

In addition, Target will also sell other Casper accouterments — pillows, sheets, a mattress topper and a lounger, the latter two of which will be exclusives to Target — in about 1,200 of its 1,800 stores. Some stores will have Casper-dedicated endcap displays, others will just carry the products.

Mattresses will be displayed at 35 Target stores, though customers will still need to order through Target.com.

The partnership is similar to Target’s exclusive retail partnerships with Harry’s and Bevel, two direct-to-consumer men’s razors companies that started off online with subscription models. While they initially bypassed stores, they looked to Target to help expand their reach and scale.

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

The exclusive branding does not include items such as futons and crib mattresses.

The 35 stores that will get Casper mattress displays are located near college campuses, a key market for the retailer, especially with many of its newer smaller-store formats.

“With back-to-college season coming up, the hope is to see how it goes,” Koch said. “Then we will decide if it goes to additional stores. … For us, this was something where we didn’t have a presence in the store, so it was a bit of a white space for us.”

Last year, Casper brokered a deal with West Elm to display its mattresses in the furniture stores. Casper mattresses also are available for sale on its own website and through Amazon.com.

Mattresses were long considered internet-proof until a few years ago when a number of upstart brands began challenging the industry norm of showrooms that offer a dizzying array of models with confusing pricing and discounts. These newer companies offer just a couple of versions at fixed prices and directly ship the foam mattresses compressed into boxes that were manageable.

Realizing that many customers still want to lie in a bed before buying it, a businessman has opened a showroom in Edina called Sleep Sherpa where customers can try out a number of mattresses only sold online. Casper mattresses are not included in his shop, though.

Casper, a three-year-old company, says it has seen more customers asking to experience the brand in-person.

“Partnering with Target allows us to bring Casper products directly to consumers in-store on a national scale,” Philip Krim, CEO and co-founder of Casper, said in a statement.

Casper products will be available for sale at Target starting on June 18. Prices range from $550 for a twin to $1,150 for a king-size mattress.

Mattress Comparison Reviews
Company Rating Queen Size Honest Review Customer Reviews
Love & Sleep by Nest Bedding Honest Reviews World-Class Rating $599 Review Customers
Gel Foam Bed Logo Honest Reviews World-Class Rating $649 Unboxing Customers
Brooklyn Bedding Honest Reviews World-Class Rating $750 Unboxing Customers
Honest Reviews World-Class Rating $795 Review Customers
Amore Beds Honest Reviews World-Class Rating $825 Review Customers
Snoozecube Honest Reviews World-Class Rating $849 Unboxing Customers
Luft Mattress Honest Reviews World-Class Rating $850 Review Customers
Nuvanna Honest Reviews World-Class Rating $890 Review Customers
Helix Honest Reviews World-Class Rating $900 Review Customers
Dromma Bed Honest Reviews World-Class Rating $924 Unboxing Customers
Quilbed Honest Reviews World-Class Rating $950 Review Customers
Tomorrow Mattress Honest Reviews World-Class Rating $990 Unboxing Customers
Tuck Mattress Honest Reviews World-Class Rating $990 Unboxing Customers
2920 Sleep Logo Honest Reviews World-Class Rating $995 Unboxing Customers
NovosBed Honest Reviews World-Class Rating $999 Review Customers
Eight Sleep Honest Reviews World-Class Rating $1050 Review Customers
Rem-Fit Sleep 400 Honest Reviews World-Class Rating $1099 Unboxing Customers
Luxi Sleep Honest Reviews World-Class Rating $1099 Review Customers
Rem-Fit Sleep 500 Honest Reviews World-Class Rating $1099 Unboxing Customers
Spoon Mattress Honest Reviews World-Class Rating $1100 Review Customers
Alexander Hybrid Honest Reviews World-Class Rating $1199 Review Customers
Indigo Sleep Honest Reviews World-Class Rating $1245 (Luxury) Unboxing Customers
Big Fig Mattress Honest Reviews World-Class Rating $1499 Unboxing Customers
Sleeping Pure Logo Honest Reviews World-Class Rating $1999 (Ovation) Unboxing Customers
IntelliBed Honest Reviews World-Class Rating $3899 Unboxing Customers
Douglas Mattress Honest Reviews C$799 Unboxing Customers
Chiro Foam Honest Reviews C$990 Unboxing Customers
Bruno Sleep Honest Reviews World-Class Rating £675 Unboxing Customers
Emma Mattress Honest Reviews World-Class Rating £679 Unboxing Customers
eve UK Mattress Honest Reviews World-Class Rating £699 Review Customers
Sunrising Bed Honest Reviews Good Rating $399 Review Customers
PangeaBed Honest Reviews Good Rating $770 Review Customers
eve Mattress Honest Reviews Good Rating $849 Review Customers
Bear Mattress Honest Reviews Good Rating $850 Review Customers
Tango Mattress Honest Reviews Good Rating $899 Unboxing Customers
PONS Mattress Logo Honest Reviews Good Rating $899 Unboxing Customers
Rem-Fit Sleep 300 Honest Reviews Good Rating $899 Unboxing Customers
Leesa Mattress Review Honest Reviews Good Rating $940 Review Customers
iKrema Mattress Honest Reviews Good Rating $1200 Unboxing Customers
Casper Mattress Review Honest Reviews Good Rating $1850 (Wave) Review Customers
Beautyrest Black Honest Reviews Good Rating $2599 Review Customers
Qomfort Mattress Honest Reviews Good Rating $549 Review Customers
Rem-Fit Sleep 200 Honest Reviews Fair Rating $699 Unboxing Customers
Tuft And Needle Review Honest Reviews Fair Rating $750 Review Customers
Live & Sleep Honest Reviews Good Rating $799 Unboxing Customers
Yogabed Review Honest Reviews Fair Rating $849 Review Customers
Cocoon by Sealy Honest Reviews Fair Rating $849 Unboxing Customer
Lull Mattress Review Honest Reviews Fair Rating $850 Review Customers
Casper Mattress Review Honest Reviews Fair Rating $950 Review Customers
Tempurpedic Honest Reviews Fair Rating $4699 Review Customers
Zinus Mattress Honest Reviews Fair Rating $299 Unboxing Customers
Doze Mattress Honest Reviews Fair Rating $750 Coming Soon Customers
Honest Reviews Fair Rating $1099 Review Customers
Nature's Sleep Honest Reviews Fair Rating $2800 Coming Soon Customers
Nectar Sleep New Logo Honest Reviews Poor Rating $795 Review Customers
Purple Mattress Review Honest Reviews Poor Rating $999 Review Customers
Protect-A-Bed Honest Reviews $499 (Bed Bug Proof) Unboxing This Week Customers
eLuxury Supply Honest Reviews TBD Unboxing This Week Customers
Lucid Mattress Honest Reviews $575 (12" Plush) Unboxing Customers
Casper Mattress Review Honest Reviews $600 (Casper Essential) Review Customers
tulo Logo Honest Reviews $650 (Soft) Review Customers
tulo Logo Honest Reviews $650 (Medium) Review Customers
tulo Logo Honest Reviews $650 (Firm) Review Customers
Snuggle-Pedic Mattress Honest Reviews $799 Unboxing This Week Customers
Snuz Mattress Logo Honest Reviews $850 Starting Soon Customers
SleepOvation Honest Reviews $990 Starting Soon Customers
Amanda Sleep Honest Reviews $1099 Starting Soon Customers
Sleeping Pure Logo Honest Reviews $1199 (Applause) - Customers
Sleeping Pure Logo Honest Reviews $1699 (Encore) - Customers
Matrix Mattress Logo Honest Reviews TBD Review Customers
Tanda Mattress Honest Reviews $950 Starting In 30 Days Customers

Media Outreach

Load More By honest mattress reviews
Load More In Breaking News
Comments are closed.