Presentation from NRF 2019 Retail's Big Show Sharad Khare, Khare Communications Eleanor Morgan, Casper Drew Green, INDOCHINO Jennifer Braunschweiger, MM.LaFleur

1. What happens when a digital native
vertical brand's journey turns physical?
Sharad Kharé
Kharé Communications
Moderator
Drew Green
INDOCHINO
Jennifer
Braunschweiger
MM.LaFleur
Eleanor Morgan
Casper

2. Eleanor Morgan
Chief Experience Officer

3. We design products and experiences that
help the world sleep better.

4. = Product + Experience
“Like sleeping on a cloud” “Disrupting the way we shop for sleep”

5. Today’s mattress stores
An Uncomfortable,
Transactional
Environment
The Lurking SalesmanA Sea of Options

6. The Casper Experience

7. 2014 TODAY
1 mattress
1 e-commerce channel
Products for the entire
bedroom
Omni-channel with 20+
retail stores and
partnerships with Target,
Nordstrom, Hudson’s Bay
Availability around the world1 country (U.S.)

8. Wholesale
Website
Customer
Service
Retail
We think of omni-channel in
terms of these four
touchpoints.
Together, these
must feel like
one store.

9. We take a product development
mentality toward retail.
● Launching and learning quickly
● Continually evolving the experience based on customer feedback
● Maximizing flexibility

10. Through a uniquely joyful experience, we aim
to shift the conversation around sleep.

11. Disruptors of
Mattress Buying
Champions of
Great Sleeping

12. Thank you!

29. FROM DIGITAL
TO PHYSICAL
Drew Green, CEO

30. Priced for the entire market
Accessible omni-channel
Virtual inventory
High quality and efficient production @scale
Custom, personalized and fitted
Delivered to your door
MAKING AVAILABLE
WHAT WAS ONCE ASPIRATIONAL

31. People
Product
Partnerships
Price
Profit
OUR PILLARS

32. DIGITALLY NATIVE
First to deliver custom clothing online in 2007

33. TRAVELING TAILOR
Tested retail concept via pop up stores 2011-2014

34. BRICK & MORTAR
Opened first permanent location in 2015

35. INDOCHINO SHOWROOMS
• Retail customers spend $100 (25%) more than online
customers on first purchase
• 40% more likely to purchase online in subsequent
purchase vs. online customers
• 37 showrooms across North America
• Very efficient to open; virtual inventory model
• Has rapidly increased brand awareness and
expanded our customer base

36. • All potential customers are driven to the website.
68% of all transactions originate through
ecommerce engine
• Agnostic about whether they purchase online or
book appointment in showroom. Retail customers
are encouraged to reorder online
• Online business can predict demand in retail;
allows us to forecast and allocate labor as we expand
• All touch points supported by customer
experience, equally
INDOCHINO eCOMMERCE

37. 2015 - 2018
• Forecast CAGR
45% net revenue
• Opened 39
showrooms by
end of fiscal 2018;
57 by end of 2019
• Reduced delivery
from 4 to 2 weeks
Winnipeg, MB
Halifax, NS
Las Vegas, NV
Boston, MA
Toronto, ON (3)
New York, NY (3)
Ottawa, ON
Short Hills, NJ
Philadelphia, PA
King of Prussia, PA
Charlotte, NC
Miami, FL
Atlanta, GA
Washington, DC Area (2)
Columbus, OH
Nashville, TN
Dallas, TX
Austin, TX
Houston, TX
Chicago, IL
Minneapolis, MN
Scottsdale, AZ
Los Angeles, CA (2)
Denver, CO
Newport Beach, CA
San Francisco, CA
Vancouver, BC (2)
Edmonton, AB
Calgary, AB
Seattle, WA

38. • North American expansion
• Product expansion
• Inventory expansion
Deliver 1,000,000 made to measure suits a
year through a commitment to innovation,
design and the core values we live by.
2019 & BEYOND...
OUR MISSION

39. THANK YOU
@TheDrewGreen @DrewGreen @Drew_Green
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Expires Jan 27, 2019