Business Case Studies & Business Publications

The Chronicles of Caspari: Should Caspar...

Venkatesan, Rajkum...

Case

The Chronicles of Caspari: Should Caspari Expand Its Online Marketplace?

Venkatesan, Rajkumar; Levy, Samuel; Nunner, Katherine; Guneja, Saru; Maiden, Stephen E.

M-1072 | Published July 22, 2025 | 14 Pages Case

Collection: Darden School of Business

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In late 2024, Lisa Milbank, CEO and editor in chief of Caspari, Inc. (Caspari), a publisher of premium designed and printed paper products such as napkins, plates, gift wrap, and invitations, contemplated strategies to expand the company’s market presence while preserving its artisanal heritage and high-end brand identity. Founded in 1945 as a European greeting card company, Caspari had evolved into a global brand known for collaborations with renowned artists and museums, with products sold primarily through wholesale channels to upscale retailers, grocery stores, and specialty shops. Although 75% of sales came from business-to-business (B2B) customers, online channels—including Caspari’s Shopify-powered website (11% of sales) and Amazon.com (8%)—offered growth potential amid shifting consumer habits and e-commerce competition. Milbank weighed the risks of deeper Amazon integration, such as brand commoditization and loss of control, against opportunities to boost visibility and sales. Alternatives included doubling down on the company's own e-commerce site, opening more brick-and-mortar stores, or maintaining the status quo to focus on loyal, high-income customers and tactile in-store experiences. The case explores multichannel retail strategy, brand management, and digital transformation in a premium consumer goods market. This case is designed for use in courses on marketing strategy, e-commerce, or retail management. It provides opportunities for students to analyze distribution channels, competitive positioning, pricing, and promotional tactics, while also evaluating trade-offs between online expansion and brand integrity.