Bedtime Reading: Why An E-Commerce Brand Is Expanding Into Content

For Casper, launching a content division is smart business.

Casper, the popular mattress-in-a-box e-commerce brand, is getting into the content business. On Monday night, the company launched a new digital publication called Van Winkle's, which focuses on "the social, creative, and scientific elements of sleep." Van Winkle's has four full-time employees and is one of the most ambitious attempts by an e-commerce company to enter the branded content sphere to date.

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