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Casper has mastered how to sell mattresses in a box online. Now the company will test its strength at the store.CEO Philip Krim said Casper will open 200 stores across the country in the next three years. The Wall Street Journal first reported the company's plans."It will give us a footprint to help educate consumers," he said in an interview.The announcement is a clear signal that Casper, an online startup that launched in 2014, believes a physical presence is still a crucial part of retail.Casper has recently rolled out 19 pop-up stores in markets like New York and San Francisco, and Krim said they are beating expectations, convincing the company to expand deeper."The presence of physical stores increases both offline as well as online sales," said Barbara Kahn, a marketing professor at Wharton.A permanent store footing will help Casper build loyalty with current customers, gain exposure among new shoppers, and increase impulse buys that can only come from browsing physical locations, she said.In addition, people usually want to try out mattresses and bedding before they make a final purchase, and stores will give Casper another way to appeal to them.The plan marks a new front for Casper, which broke into an industry controlled by brick-and-mortar retailers like Mattress Firm and Sleepy's.Casper distinguished itself by pricing the only mattress it sold at the time below its competitors, as well as offering free delivery and a 100-day trial period at home."Consumers have long gone into traditional mattress stores feeling uninformed and have been subject to ridiculous price points," said Bob Phibbs, CEO of the consultancy Retail Doctor.Casper offers just three varieties of mattresses, which gives it an advantage over rival mattress stores that offer a confusing array of soft, firm, foam, springy, and everything in between, Phibbs noted.Casper gained attention online with customers posting videos of themselves unboxing mattresses on social media, racking up 0 million in sales during its first full year.As it continued selling direct-to-consumer online, moving into bed frames, sheets, pillows, and dog mattresses, Casper partnered with retailers like Nordstrom, Target, and West Elm to increase distribution.Stores will help Casper stand out in a crowded mattress environment. Digital rivals such as Purple, Leesa, Tuft & Needle, and Yogabed have cropped up, while legacy retailers have taken a page from Casper, introducing delivery in a box."By opening stores, they are upping the ante to compete, and less well-funded competitors may be at a disadvantage," said Kahn.Amazon has also become a huge mattress player, increasing its sales in 2017 by 82% from the prior year, estimated research firm One Click Retail. Casper is only one of dozens of mattress brands Amazon sells.As Casper moves into brick-and-mortar territory, Mattress Firm is retrenching. Mattress Firm has closed 200 stores in 2018, according to Coresight Research, a retail think tank.Reuters reported this week that it was weighing a bankruptcy filing to close some of its 3,000 stores that were losing money.The company declined comment through a spokesperson.Casper is playing a different game than Mattress Firm, though.Online retailers like Casper and Warby Parker want stores to help it achieve scale advantages, while legacy retailers are trying to escape malls and invest in delivery and supply chains to survive online, said Jefferies analyst Randal Konik. 3489

CARDIFF (KGTV) -- With just a little bit of planning, Sharon Belknap begins a free-hand sand mandala that will offer its message, briefly, to all who pass by on the bridge at Cardiff State Beach where the San Elijo lagoon meets the ocean.Watching her work is like watching a dance.The graphic designer and illustrator draws shapes using a small, inexpensive rake. She brings extras because often passersby find inspiration and ask to join her, a collaboration she welcomes.The connections she has made through her sand art, she says have added meaning to her creations.People also send her their photos of her artwork, asking to use them in their holiday cards.Each mandala has an inscription, such as: "You Are Loved," or "Only Love."One that resonated particularly was "Grateful for ____.""People were shouting their words from the bridge," says Belknap.Sometimes friends join her.Heather Nelson is a regular, and a longtime friend. The day we shot the story, Kari Prevost was joining for her first collaboration with Sharon."The sounds of the ocean, the beauty of the water," she says, "it's restorative. It rekindles a playfulness that's innate."Expressed on a canvas that will be washed away by the waves; the impermanence, Belknap says, is freeing and healing.Her son Chris Thompson, a 28 year-old Valley Center firefighter, died in an early morning crash on his motorcycle this 4th of July."I like to say he ascended," she says. The next morning, inexplicably, Sharon says she woke up feeling joy. She came to her spot in Cardiff before sunrise."The words just poured into me: 'Only Love.'The first person who walked over the bridge and saw her mandala tribute, took a picture of her, standing in the shadow of the bridge illuminated in the early sunlight.Belknap says Chris is in every drawing. She adds eyes, which are Chris's, to each one. "Being out here, creating these, I often ask Christopher, 'What do you see honey?' And he says, 'Mom, I see you.'"When this design is done, Sharon and her friends share a covid-conscious "butt hug," as she calls it, then take a moment to lift their hands to share it with Christopher, before sending its message out to all who are fortunate enough to see it before it's erased by the waves."You Are Loved," it says. 2274

BURBANK, Calif. (KGTV) - A brush fire broke out Friday afternoon in the hills east of Burbank.Burbank firefighters and police officers closed roads near Sunset Canyon Drive and Harvard Road about 2 p.m.The location of the fire is above a residential neighborhood. Crews are evacuating hikers in the area.There was no immediate word on the cause of the fire.The flames are burning near the site of the La Tuna Fire, which burned more than 7,000 acres and five homes in September 2017.10News is monitoring breaking developments.  545

CARLSBAD, Calif. (KGTV) -- The desalination plant in Carlsbad is celebrating the production of 40-billion gallons of water since it opened three years ago.That's enough water to fill the Empire State Building 145 times. Or a billion bath tubs. The "watermark" being celebrated Thursday with a gathering of officials, including former U.S. Senator Barbara Boxer, Carlsbad Mayor Matt Hall and Poseidon CEO Carlos Riva. All sharing a toast with a glass of fresh water produced by the plant. Water so clean once it passes through the reverse osmosis system, say plant officials, they have to add mineral back into it. "The water molecule makes it through," says Poseidon Community Outreach Director Jessica Jones. "But the salt molecule -or any other impurities, viruses or bacteria- are too large. And so, they're rejected." 10News asked Jones about environmental impacts over these past three years - such as the salt concentrations in local ocean waters from discharge from the plant. 10News asked Jones about environmental impacts over these past three years - such as the salt concentrations in local ocean waters from discharge from the plant. She said Poseidon does test for such changes but has found no measurable impacts on local salt levels or the environment. She says that is due to the way the plant dilutes and disperses its discharge water. Poseidon now has another plant up for approval in Huntington Beach which could begin construction as soon as next year. The plant produces 50-million gallons of fresh water a day. With twice as much extra salty water discharge as a result. 1601

CARLSBAD, Calif. (KGTV) - A photographer in Carlsbad is helping to preserve the memory of the Greatest Generation, one portrait at a time.John Riedy works with The Greatest Generations Foundation. The group takes Veterans back to the battlefields on which they fought.During the trips, Riedy takes a portrait of each vet on their battlefield."It helps them realize that we’re not going to forget these guys," Riedy says. "When they’re gone, their legacies are going to live on."Over the last 12 years, Riedy has gone on nearly 50 trips with the Foundation and taken close to 300 portraits.For the 75th Anniversary of D-Day, he chose 75 of his favorite to hang in two galleries near Normandy and Omaha Beach."I think they were blown away to see their portraits up there," Riedy says of the reaction the Vets had when they got a first look at the galleries.Riedy says it's his personal way to honor the sacrifices they made."When you step onto Omaha beach, or you go to that cemetery at Omaha, and you see what they were up against when you see those cliffs, it's awe-inspiring," he says. "It’s like a switch flipped inside me. From them on I knew this was going to be my calling."Riedy and the Foundation have started to expand the program beyond World War II Veterans. They now take vets to Vietnam and are hoping to take Korean War veterans in the future.Riedy says he hopes to open another gallery of portraits either in California or in Denver, where the foundation is located.To see a full gallery of the photos, to to support the Greatest Generations Foundation, click here. 1587

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