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In just under three years, Casper hit $200 million in annual revenue, selling stylishly designed “bed-in-a-box” mattresses, sheets, pillows and dog beds. Along the way, the company’s success has spawned more than 100 copycats and attracted a $1 billion buyout offer from Target. But Casper CEO Krim’s ambitions go far beyond shaking up the mattress industry. Krim wants Casper to become the “Nike of sleep.” Once it conquers sleep, they company aims to expand beyond the bedroom to become the kind of brand “that people are proud to showcase in their home,” Krim says. [This item has been updated.]

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