A person spends a third of his life in bed. While the economy has so far focused on the other two thirds of life, a growing industry has long discovered that good sleep is very valuable. Companies offer sleep seminars, health insurance companies create online training courses,
Fitness trackers and smartwatches analyze sleep behavior. The mattress manufacturers now also want to benefit from the optimization of sleeping and no longer just provide the underlay for it. They want to get closer to their customers in bed.
Last week the US start-up Casper announced its
IPO and publish figures that look deep into one
Industry that has gone through some turbulent years. About five years ago, the big wave of start-ups of mattress start-ups started, which gave themselves names that can be heard on the playgrounds of the Republic: Emma, Bruno, Felix, Moon, Casper or Eve. They all went
with the promise to the market to offer the perfect solution for restful sleep. A mattress for all sleeping types and all sleeping habits. Ordered online, delivered quickly in a box. The offensive for the night was accompanied by elaborate advertising campaigns on television and large posters that were intended to show how hip and easy mattress buying is today
The mattress start-ups thus supplied young, online-savvy people
People an alternative to the neon-lit mattress shops at large crossroads that are still with permanent sales and
advertise colorful balloons. But gradually the problems surrounding the new sleep hype are beginning to emerge. The many advertisements also cost a lot of money. Industry insiders say that up to 50 percent of the budget is spent on marketing campaigns alone. The margins, which are actually considerable, would become thin so quickly.
"The business model has perverted"
In addition, you don't buy mattresses every day.
Experts recommend changing the bed sheet every eight years. In Germany, however, you take a lot more time and buy everyone on average
twelve years a new mattress. This also heats up the competition. "The more competition came into the market, the more
more has perverted the business model, "says Felix Baer, founder of
Brunobett, one of the first mattress start-ups in Germany
Germany. "We quickly decided that we were crazy about advertising
do not go with others. It makes no economic sense, "says Baer. Instead
set his company on diversification early on and earns the most today
Money with box spring beds and other sleeping furniture. More than ten million euros in sales
Brunobett did last year and is, according to his own statements, profitable.
In fact, it was like that initially
overflowing market has now significantly thinned out. The first companies reported in 2018
Bankruptcy or withdrew from Germany. The previously hyped stock of the British
Provider Eve has fallen from around 150 euros at peak times to two euros now.
In addition to Brunobett, Casper also held out. Precise information on German
The company does not release market, the total numbers of the US provider sound
but impressive at first. Casper made nearly $ 360 million in sales a year
2018 and thus doubled its earnings since 2016. In a financing round
in February 2019, the company was still valued at $ 1.1 billion.
Since then, the good news is over. The sales target of over
$ 550 million was not reached last year.
Performance pajamas and app-based sleep coaching
Anyway, Casper continues to make no profit. According to industry experts, this is mainly due to the high marketing expenses. With the existing one
Business model and the amount of competition in the market is also not foreseeable
that the New York-based company will generate profits in the near future. The
History sounds shockingly well known, Casper joins in with it
a bunch of internet startups who have been lucky in the recent past
Stock exchange wanted to try. Uber and Lyft, however, disappointed investors
trendy workplace rental company WeWork stopped its IPO last year
For Casper, all of this is supposed to be no problem. The company is noisy
his stock market prospectus far more than a mattress company. In it, the company describes itself as the "pioneer of the sleep economy", money becomes
earn with sleep-related products in the future. Of cannabis-soaked
Sleeping aids, high-performance pajamas and app-based ones
Everything is possible in coaching. In the United States alone, the industry has a potential of 80
Casper reports billions of dollars, worldwide even of 432 billion. The
But numbers seem a bit high. McKinsey said a study by market analysts is about half the value for the United States.