PURPLE
Sweet Dreams are Made of This
When Purple decided to expand beyond its direct-to-consumer (DTC) roots and open physical stores, it quickly became clear that the transition wouldn’t be easy. The company had strong brand recognition and was performing well in e-commerce and wholesale, but moving into brick-and-mortar retail came with two big challenges.
Overcoming Challenges
The first challenge was landlord perception. Most shopping center owners perceived Purple as just a mattress company, which often relegated them to secondary locations in malls and shopping centers.
The second challenge was avoiding mistakes of Casper, another DTC mattress brand that had aggressively expanded into retail. Casper overpaid for leases, signing expensive deals in high-profile locations without a long-term real estate strategy. Landlords expected Purple to follow the same pattern and tried to push inflated rents based on Casper’s precedent.
Tailored Solutions
ASG repositioned Purple as a premium sleep wellness brand, creating a compelling marketing package that convinced landlords to offer top-tier retail spaces. At the same time, ASG negotiated smarter lease terms, pushing back against inflated rents and ensuring Purple expanded sustainably.
We’re still working with Purple today, helping them envision their newest physical store concepts and scaling their sleep solutions one store at a time.