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Casper Enlists Puppies in the Mattress Wars

The bed-in-a-box company is betting on dog beds to sell mattresses.
Source: Casper

The bed-in-a-box business, having won over urban millennials and tech-savvy baby boomers, has a new target demographic: your dog.

Wednesday morning, Casper—an e-commerce startup that has been smooshing, boxing, and shipping foam mattresses since 2014—started selling a version of its product for dogs. The canine Caspers come in three sizes and cost from $125 to $225.