What: a US department store partnering with a successful DTC brand

Why it is important: the home category has been expending fast since the beginning of the pandemic and it is important for department stores to keep developing this category in order to respond to consumers’ needs. It is also a demonstration that department stores are still a relevant marketplace for digital players

US department store Nordstrom is partnering with direct-to-consumer sleep company Casper Sleep. The brand will be available at selected Nordstrom store and at nordstrom.com. Casper already operates its own stores and ecommerce, and has partnerships with divers retailers.

The home category has been expanding rapidly in retail given the new consuming habits speeded up by the pandemic and the new stay-at-home reality, and retailers need to bet on this category to stay relevant and answer to their costumers’ needs.

Emilie Arel, President and Chief Commercial Officer at Casper, said: “Partnering with a premier retailer like Nordstrom is another step towards advancing our multi-channel distribution strategy to reach more customers wherever they prefer to shop […] As we are spending more time at home, people are seeking out a better sleep experience more than ever. The combination of these two loved, trusted and authentic brands is a win for both partners and customers alike.”

“As we redefine our Home category, we’re excited to be partnering with Casper to bring their award-winning assortment of bedding to Nordstrom,” said Olivia Kim, Vice President of Creative Projects and Home at Nordstrom.

Casper Partners With Nordstrom to Bring Its Mattresses and Sleep Products to Customers [...]

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