Consumers are paying more attention to what they sleep on and are more willing to buy mattresses, including costly solutions.
Hästens Sleep Spa is a Swedish mattress and bed manufacturing company that has been operating since 1852 and whose cheapest products cost more than $10,000 (some up to 400,000). For six generations it has belonged to the same family of famous people who sleep on its products, whose names were not disclosed.
At the beginning of March this year the owner of the brand Linus Adolfsson had to close two shops in New York and three more in Los Angeles. However, a week after the closure of these stores something amazing happened - the number of orders almost doubled.
Such companies as Parachute (which produces mattresses at a price of about $1900), Avocado (from $899), Casper ($595), Nest
Bedding (mattresses "only" cost $450) and many others also noted the same. And although they expected a sharp drop in sales when the pandemic first started, the market reaction was quite different. Stores were closed, but online sales increased dramatically and eventually outperformed their usual counterparts.
At the same time, sales of solutions outside of the home increased, and consumers began to buy mattresses designed for campers, as reported by representatives of Serta Simmons Bedding.
Forced to spend most of their time at home, customers began to pay more attention to what they were sleeping on. People began to travel less, which freed up additional funds that they would have spent on travel earlier. If not for a boom in sales, there would have been a sharp increase in interest in mattresses.
According to Ron Rudzin, CEO of Saatva, "many people work in bed, even if they say they sit at the table. Well, since remote work has become a modern trend, we can assume that interest in mattresses will only grow.
Also, one of the reasons for the growing demand for mattresses in the U.S. is the fact that many Americans have begun to leave big cities and settle in less populated areas. Their living space is increasing, and this encourages them to buy new mattresses.
There's another fact that's been noted. Many people with money have decided to spend the summer out of town by buying or renting a house. And as Craig Fruchtman, owner of Craig's Beds mattress chain, rightly points out, "someone who pays $20,000 a month for rent definitely has money for a new bed.
17 AUGUST 2020, USA