Customers go there to sleep, not to buy mattresses. Casper, a US mattress brand, has opened a nap spa concept titled The Dreamery, using soft-sell retail tactics to position the brand as a wellness ally for consumers.
When Casper’s first flagship opened in April (see our Retail City Guide), we were impressed with its nap pods for testing mattresses, previously only sold online. At The Dreamery, Casper now reimagines this concept as a spa for the sleep-deprived.
Guests pay $25 for a 45-minute nap in one of nine private nooks.The perks justify the cost. Guestscan sample pyjamas from New York sleepwear company Sleepy Jones, organic toothpaste from dental brand Hello and toiletries from beauty start-up Sunday Riley. Pods have auto-dimming lights, wi-fi and relaxation audio tracks from meditation app Headspace.
Casper says it expects the project to just break even. The Dreamery functions as an experience-driven marketing tool to give the brand an edge over similar mattress start-ups.
The Dreamery marks New York’s second new sleep-centric concept this year, following nap café Nap York (see blog), which targets business travellers. Casper highlights customer service, with support from a nap concierge team. Free coffee and snacks encourage customers to linger post-nap.
Stefanie Dorfer, Retail editor at Stylus, says: “Millennials are willing to spend on wellbeing and are eager to discover new brands that support healthy living. The Dreamery smartly caters to the self-care spender, positioning Casper as a lifestyle ally.”