Insider Intelligence associate analyst Christina Obolenskaya spoke with Ricky Joshi, co-founder and chief strategy officer of Saatva, on providing "accessible luxury" products to customers. Saatva sells high-end mattresses on its ecommerce platform, as well as bedding products, bed frames, and more.

One of the early D2C winners, Casper built a consumer-friendly brand around the value of sleep—in stark contrast to companies like Mattress Firm and American Mattress. Casper’s short time on the public markets was a disaster, as the company saw growth stall while hemorrhaging on the bottom line. In November 2021, the company announced its acquisition by a private equity firm. Peloton.

Mattress company Simmons is turning to TikTok to help drive brand awareness and attract a younger audience as it looks to adapt in a competitive, digitally native space.

The emergence of new companies selling direct online has been a big story for some time. Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and garment retailer Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe.

Objective: Adapt to the rapid digital transformation of the mattress market. Tactic: Retargeting emails with paid media. “Consumers buy a mattress once every eight to 12 years,” said Stewart Schaefer, president of Sleep Country Canada. “After you buy one, you’re out of the market and you don’t want to be bothered with emails about another mattress.”.

Hear how major brands, like direct-to-consumer mattress firm Casper, drive conversions and lower costs per action with AI. Presenter:. Jeremy Fain is the CEO and co-founder of Cognitiv. With more than 20 years of interactive experience, Jeremy has worked in agency, publisher, and ad tech leadership roles. Before starting Cognitiv, he led North American accounts for the Rubicon Project. Moderator:.

., custom mattresses) or product category (e.g., CPG). Some may also be reluctant to relinquish ownership of the customer experience and direct customer relationships to Facebook. Still-nascent user behavior: Even familiarized social shoppers may still prefer evaluating products and transacting on retailer sites, such as for products with longer purchase consideration cycles.

For Ricky Joshi, co-founder and chief strategy officer at mattress company Saatva, this means avoiding the “glitz and glitter” that surrounds typical D2C brands and instead “sticking to the value proposition and the philosophy of the company as it started.”. An ability to convert “add to cart” into “proceed to checkout.”

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about why Casper wants to sell sleep, the Oscars' viewership, whether Uber can make money, a new FTC, cashless shops, driverless deliveries, who pandas belong to and more.

Three of the top brands were clothing and apparel (StitchFix, ThirdLove and Warby Parker) and one company, mattress brand Purple, fell in the furniture or home products category. Many D2C companies are operating in the same market and competing for the same customers.

It’s cultivated creative partnerships with entertainment companies (like Netflix and Spotify), major airlines like JetBlue, United, and Delta, Amazon, Google, the NBA, and mattress company Casper. This has allowed Headspace to engrave its market presence and nab a wide range of consumers.

In fact, more than 7 in 10 bypass in-episode commercials—for toothbrush subscriptions, mail-order mattresses, and the like—at least some of the time. More like this:. Report: The Marketing and Advertising Agency Report 2021. Article: Global ad spend will grow more than 10% this year as economy recovers quicker than expected.

Mattress brand Casper also underperformed, growing D2C sales by just 3.6% for the year ending on December 31, 2020. Not everyone had a rocky year, though. Companies like HelloFresh, BarkBox, The Honest Company, and Blue Apron exhibited strong growth as consumers increased spending on grocery, health, and personal care items.

Casper Valuation Cut in Half at IPO: The leading name in a crowded D2C mattress space, Casper managed to debut on the public markets in February 2020—but at half its valuation from prior funding rounds after its S-1 filing revealed underwhelming financials.

For example, Banrixian, a D2C mattress company, is not only active on Xiaohongshu, but it also has a presence on Haohaozhu, a home-improvement app, and Zhihu, a knowledge-sharing platform. In addition to selling on other lesser-known ecommerce sites, Banrixian is also available on group-buying platforms.

Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe. Like several other digital retail trends, D2C has been further propelled by market conditions during the coronavirus pandemic.

From mattresses to meals, bras to banana smoothies, today’s consumers are increasingly purchasing online products they’ve never physically touched, tasted or tried on. But a wedding dress?

Casper Sleep, the D2C mattress company, called out influencers as a potential business liability in its initial public offering filing in January 2020. Casper relies heavily on influencer marketing as part of its overall marketing plan.