Dive Brief:

• Casper, the direct-to-consumer company best known for its bed-in-a-box mattresses, recently expanded its product assortment with the release of a smart nightlight called Casper Glow, according to the company's website.

• The devices, which can be connected to a mobile app, charge wirelessly, allowing them to be picked up and taken wherever light is needed. Glow is controlled through gestures — flip it over to turn on, twist to adjust brightness, press a button on either side to pause the light cycle or "wiggle" the device to create a soft, dim light, which is created for consumers who "stumble out of bed to get a drink of water or change a newborn's diaper," according to a video the company released. 

• The product costs $89 for one light or $169 for a set of two. The lights can be synced, so when one is turned on or dimmed, all other Glow lights within range will respond the same way.

Dive Insight:

Casper, which some argue led the way in disrupting the traditional mattress space, has expanded even further beyond mattresses. For a space getting increasingly more crowded, the move may give the company an edge against the competition.

While the nightlight isn't Casper's first product outside of mattresses — the company has also released bed frames, bedding, dog beds and more since its launch — the Glow Light may be its most technological item.

The light begins a "drift pattern" over a 45-minute time span by default, but that can be adjusted using the Casper app. Before bed, it begins with enough light to read or complete small tasks like folding laundry, the company said, but will eventually dim until the room is totally dark. In the morning, the device will gradually light the room, which the company said results in a more natural experience than traditional alarms.

"The overarching problem is that most lighting definitely is not designed for sleep," Jeff Chapin, co-founder and chief product officer, said in the video. "Bright blue light can interrupt what your body is naturally trying to do."

However, the company also noted that its aim with this device is "quiet technology," meaning it wants to enhance healthy sleep patterns, rather than disrupt a natural wind down. Essentially, the company is using technology to compete with the devices like smartphones or tablets that many consumers now often use before bed.

This move shows that Casper isn't just in the market to provide the tools necessary once you fall asleep. The startup is expanding into similar product areas to better compete for the entire sleep experience, from sunset to sunrise.