Nectar Sleep will jumpstart its move into the brick-and-mortar space through a partnership with Mattress Warehouse. Shoppers will be able to test and purchase Nectar Sleep mattresses from any of Mattress Warehouse’s more than 250 East Coast locations, with options to take the mattress home or have it delivered at a later date.
“Nectar Sleep has a strong value story and has done a great job in getting in front of consumers over the past two years,” said Bill Papettas, President of Mattress Warehouse in a statement. “Many direct-to-consumer brands are afraid to put their products alongside competitors in store, and this move shows that Nectar Sleep is confident in their product and proud of their brand. We believe there are many synergies here, and are excited to kick off 2019 with this partnership.”
The deal will complement the small physical footprint Nectar Sleep plans to establish through BrandBox, a startup that offers digitally native brands short-term leases in malls. The partnership includes access to store analytics including anonymized foot traffic, conversion, customer flows and sales, which will help Nectar Sleep gauge locations for future openings.
Casper also plans to grow its footprint by opening 200 stores across North America over the next three years, including making 18 pop-up stores permanent. The retailer already sells its mattresses at brick-and-mortar retailers including Target and Nordstrom. At the latter company, Casper operated nine store-within-a-store pop-ups in July and August 2018.