This year at the South by Southwest festival, a mattress was the star of the show, reports CNBC.

During the event, tech and advertising executives were lauding the e-commerce mattress company for its smart business practices, including clever marketing campaigns and ease of purchase. But mostly, Casper became a status symbol of sorts. People who owned one kept humble-bragging about having it at home.

One person vividly recounted the day the mattress was shipped to them in a tinier-than-expected, extremely heavy box, while another admitted he threw away his still OK Sealy Posturepedic to exchange it for a Casper. One of the selling points of the smart tiny home Kasita is it comes equipped with a Casper mattress.

“We’ve always considered ourselves a tech company,” Gabriel Flateman, Casper co-founder and chief technology officer, told CNBC. “We saw an opportunity to bring tech innovation to an industry that has seen little of it in decades.”

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