In October 2024, Carpenter acquired Casper, aiming to steer the struggling online brand toward renewal and growth.
That’s the plan Carpenter and Mike McQuiston, president of Casper, have led to fruition over the past several months.
“It’s no secret that Casper was struggling,” he says. “When we took over in October, we knew we had to fix all of the holes in the ship before sailing, and now we’ve done that. We’re now offering consistent products that arrive on time, as well as marketing that helps drive consumers into retail stores.”
He also adds that Carpenter didn’t buy Casper to build it up and sell it.
“That’s not what we are going to do,” he says. “Casper is a great name with high visibility among consumers. We want to work to help the brand grow and succeed. Our next steps are top-of-the-funnel marketing awareness.”
McQuiston says he’s excited that all five of Casper’s mattress lines recently ranked in the top tier in Consumer Reports. “It’s exciting for retailers to be able to tell this to their customers and exciting for us.”
KJ Holsey, Casper’s director of wholesale, adds that the Consumer Reports ratings validate the brand and the product while also improving consumer perception.
“We use better material because we sell beds in boxes, and that has led to accolades like this,” Holsey says. “We’ve curated an assortment that appeals to a wide variety of consumers and offers real results. Retailers we’ve talked to are confident in us and ready to do business.”
The company has held fast to an easy-to-understand lineup of five mattresses that each step up. Starting with One, the signature Casper line, then on to Dream, which has the feel of the signature mattress but with a dense zone in the middle, and Snow, the company’s cooling mattress. Dream Max and Snow Max are the step-ups for these models, which give retailers options ranging in price from $500 to $4,000.
The company will unveil a brand-new model called Cloud One in September, bringing the assortment to six beds. Cloud One combines conforming comfort foams with our all-new Casper Core+ and will launch post Labor Day.
“There are no gimmicks with our products,” McQuiston says. “We’re getting the Casper brand back out there, and we’re thrilled to support our retail partners.”
