Part of the success of Casper is the lack of choices - this is briefly touched on in the article. They seem to want to take the Apple approach - offer few choic

Part of the success of Casper is the lack of choices - this is briefly touched on in the article. They seem to want to take the Apple approach - offer few choices and do them right, charging a healthy premium along the way. I don't see any competitive advantage that Casper offers beyond that - Amazon and WalMart have similarly lax return policies as Casper without the premium. I can likely get the same quality mattress at one of the two above retailers for slightly above half-price of the equivalent Casper offering. I do see Casper billboards in Austin in the Domain, which is a mid-to-high tier shopping center where the demographic skews younger. I've also heard ads on podcasts. So they are advertising, though it doesn't seem like they are targeting the typical channels for a mass audience, but rather are marketing to the younger demographic.