Bed Bath & Beyond, Casper Announce National Partnership

Bed Bath & Beyond and Casper Sleep last week announced a new national partnership that brings Casper's award-winning suite of sleep offerings to Bed Bath & Beyond customers through the Bed Bath & Beyond website and mobile app, and in select Bed Bath & Beyond stores. As part of the partnership, Casper will open its first, one-of-a-kind branded shop-in shop at Bed Bath & Beyond's newly designed flagship store in New York City, which is set to reopen on July 22. Casper products will become available at additional Bed Bath & Beyond locations across the U.S. in the coming months. In addition to in-store purchasing, Casper products are eligible for buy online, pick up in-store or home delivery.

Total Retail's Take: From the perspective of Casper, the digital-native brand continues to expand its physical footprint, this time in partnership with a well-known brick-and-mortar retailer. In addition to its more than 70-plus retail locations, Casper has its e-commerce presence, and now counts more than 20 retail partners, including with Nordstrom, Sam's Club, Ashley HomeStore, among others.

For Bed Bath & Beyond, this deal strengthens its position in the sleep category while also aligning itself with a leading digital brand that has strong relationships with younger customers, a key demographic target for Bed Bath & Beyond. Through unique brand partnerships, omnichannel services (e.g., BOPIS), and immersive in-store shopping experiences, Bed Bath & Beyond has been able to right itself and position the business to sustain the positive momentum it has generated this calendar year.