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.

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.