Eye on Retail: Bed Bath & Beyond to open in-store Casper shops

Bed Bath & Beyond is giving a big boost to its bedding and sleep offerings via a partnership with Casper Sleep Inc.

The home goods retailer is adding Casper products to its website, mobile app and select stores. As part of the deal, Casper will open its first-ever branded shop-in shop at Bed Bath & Beyond's newly designed flagship on 6th Avenue in Manhattan. The store is set to reopen on July 22 after undergoing a major renovation.

In addition to the flagship, Casper products will be available at the Bed Bath & Beyond store in Manhattan’s Tribeca neighborhood and in Bridgewater, N.J. More locations will be added across the United States in the coming months.

Founded online in 2014, Casper pioneered the mattress-in-a-box concept and is credited with helping to reenergize the entire mattress category. The company, which went public last year, has expanded its offerings beyond mattresses in recent years to include pillows, bedding, furniture and more. It also has a line of products designed to minimize nighttime overheating.

Casper products are available at a variety of retailers, ranging from Sam’s Club to Target. In addition to its own e-commerce site, the brand also operates more than 70 freestanding stores.

“We are pleased to strengthen our authority in the sleep category by forging this strategic partnership with Casper to make its exceptional and innovative suite of sleep solutions available to our customers," said Joe Hartsig, executive VP and chief merchandising officer of Bed Bath & Beyond, and president of Harmon Stores. "Casper is an ideal complement to our bedding collection. We're proud that Casper's first shop-in-shop will be inside our flagship store, and look forward to together serving New Yorkers and all omnichannel customers."

Bed Bath & Beyond is adding Casper products to its lineup as the home goods retailer has been emphasizing its owned brands as part of its three-year transformation strategy. It has launched six private labels so far this year. 

[Read More: Bed Bath & Beyond to launch six private brands in first half of 2021]

In addition to in-store purchasing, Casper products will be eligible for Bed Bath & Beyond’s buy online & pickup in store or home delivery options. 

“We are thrilled to partner with Bed Bath & Beyond, a beloved brand centered around customer experience and quality home products, as they expand their sleep offerings," said Emilie Arel, president and chief commercial officer at Casper. "It's an honor to bring the unique Casper shopping experience and latest sleep solutions to a legacy retailer that shares our mission of helping millions of people achieve a more comfortable night's sleep, and we're excited for the significant opportunities this partnership will create."

[This story was originally published on chainstoreage.com.]