When Casper began selling its bed-in-a-box foam mattresses direct to the consumer three years ago, the online startup was considered an industry disruptor for bypassing traditional mattress stores. But the company is bowing to conventional wisdom after all and, for the second time in a year, has teamed up with a brick-and-mortar retailer where you can try and buy its mattresses and bedding.

Target just added displays of Casper bedding to most of its stores, and mattresses to a select few. West Elm has featured the mattresses at 70 stores since last July.

That makes it easier to try a Casper mattress before it arrives on your doorstep and aligns with Consumer Reports' longstanding advice to try a mattress for at least 15 minutes before you buy it.

Target is marketing twin and twin XL Casper mattresses to college students in 35 stores located near college campuses. The mattresses are displayed with a foam mattress topper, called a layer, sold only at Target.

“The layer was specifically created for our back-to-college guest, and meant to layer on top of dorm mattresses,” says Emily Hendricks, a spokesperson for Target. It can also be used separately in a pinch. (College kids can sleep on anything.)

Shoppers can try both the single mattress and layer at Target, but that’s not great for couples looking for a new bed. West Elm offers a full showroom experience where shoppers can lie on a queen-size mattress. Both retailers sell Casper mattresses of all sizes online direct to the consumer, at the same prices as Casper on its own website.

To compensate for consumers buying mattresses sight unseen, Casper offers a generous return policy that allows you to try a mattress for 100 days and, if not satisfied, return it for a full refund. The company honors that policy at Target and West Elm, and both retailers will arrange to have a mattress picked up if you decide to return it.

“Sleep on it, lounge on it, dream on it—if you don’t love it, we’ll give you a full refund,” says Emma Frane, a Casper spokesperson.

Casper and the Competition

Casper sells 39 percent of all foam bed-in-a-box mattresses, followed by Tuft & Needle, which accounts for 29 percent of the market, according to a report from 1010data.com, a market analytics firm. By partnering with Target the company gets greater visibility and a lot more—Target has invested $75 million in Casper, according to a report in Recode.

Sounds like it’s a good deal for Casper, but is it a good deal for consumers? Yes, if you want to try a bed-in-a-box before you buy it. And Casper does make a good mattress. In our tests of foam mattresses, the $950 queen-size Casper mattress is second only to the Sleep on Latex Pure Green Firm, $1,200. Both offer very good support for folks who sleep on their side, but the Sleep on Latex is better for people who sleep on their back. Costco’s Novaform 14" Serafina Pearl Gel, $800, scored just a hair below the Casper with similar scores for support.

Casper isn’t the only direct-to-consumer mattress seller taking it to the street. Tuft & Needle has two stores in Arizona and one in San Francisco and is planning more. It also partners with a design firm called Interior Define, which has showrooms in Chicago and New York.

Looks like the disruptors are teaming up with the disrupted.