Need a nap? Casper opened a store for that
Last week, Casper, the bed-in-box brand, opened The Dreamery in lower Manhattan, a lounge where consumers pay $25 for a 45-minute nap.
Each of the nine curtained nap “nooks” is equipped with a Casper bed and furnishings, as well as Sunday Riley face wash, pajamas from high-end sleepwear brand Sleepy Jones, toothbrushes and toothpaste from Hello and audio tracks from Headspace.
Nap sessions are booked through a Casper micro-site, as well as the ClassPass and MindBody apps. Walk-ins are also accepted. Post-nap, private washrooms are available to freshen up as well as complementary coffee in the lounge area.
The Dreamery is designed to spark conversations about the importance of sleep, including midday breaks. Casper also believes The Dreamery fills a consumer need as a company survey showed that people want places to nap or unwind for short periods and can find few options available.
“The Dreamery is about making sleep and rest a part of our regular wellness routines — similar to how many people prioritize a workout class,” Casper co-founder and COO Neil Parikh said in the statement. ”The concept enables us to pilot new ways of bringing better sleep to more people and to more places — whether that’s here, the workplace, airports or beyond.”
The concept also allows consumers to test Casper’s mattresses and customer service. No product is for sale, but a Casper store is next door.
Founded in 2014 exclusively online, Casper began moving into brick & mortar in a 2014 partnership with West Elm. Last year, it began selling mattresses and bedding products inside Target after the giant discounter made a minority investment in the bedding upstart. While exploring pop-ups in recent years, Casper now has 18 stores across the country. Most offer free trials of Casper mattresses for between 15 to 30 minutes. The ideal sleep time without waking up groggy is said to be 45 minutes.
Casper indicated it is exploring bringing The Dreamery to other cities, college campuses, airports and workplaces, and hopes entrepreneurs open similar concepts globally to promote the merits of sleep. Jeff Brooks, CMO of Casper, told Adweek, “We see this as a highly scalable concept.”
- The Dreamery
- Casper Debuts The Dreamery in NYC, a Lounge Where You Can Pay to Take a Nap – Adweek
- Casper opens a storefront for $25 naps – TechCrunch
- Casper Is Opening a Nap Store – Racked
- Casper Brings Sleep to a Whole New Level With ‘The Dreamery’ – INC
- You’re Not Dreaming: Casper is Coming to Target – Target
- Introducing the Casper Essential Mattress—Casper-Quality Comfort at an Unbeatable Price – Target
DISCUSSION QUESTIONS: How would you rate the expansion potential of The Dreamery concept? Do you see The Dreamery working largely as a marketing and educational vehicle for Casper or as a standalone concept on its own?