Consumers have begun to pay more attention to what they sleep on and are more willing to purchase mattresses, including very expensive solutions.
Hästens Sleep Spa is a Swedish mattress and bed company that has been around since 1852 and whose cheapest items cost over $10,000 (some as high as $400,000). It has been owned by the same family for six generations and many famous people, whose names are not revealed, sleep on its products.
In early March of this year, the owner of the brand, Linus Adolfsson, was forced to close two stores in New York and three more in Los Angeles. However, a week after these outlets closed, something amazing happened—orders almost doubled.
This was also noted by companies such as Parachute (produces mattresses at a price of about $1900), Avocado (from $899), Casper ($595), Nest Bedding (the cost of mattresses is “only” $450) and some others. And although they expected a sharp drop in sales when the pandemic first began, the market reaction turned out to be completely different. Stores were closed, but online sales skyrocketed, eventually surpassing regular sales.
At the same time, sales of solutions not only for the home increased, consumers began to actively purchase mattresses designed for campers, as reported by representatives of the company Serta Simmons Bedding.
Forced to spend most of their time at home, shoppers have begun to pay more attention to what they sleep on. In addition, people began to travel less, which means they have freed up additional funds that they would have spent on travel earlier. If not a boom in sales, then a sharp increase in interest in mattresses began.
According to Ron Rudzin, CEO of Saatva, "Many people work in bed, even if they say they're sitting at a desk." Well, since remote work has become a trend of our time, we can assume that interest in mattresses will only grow.
Also one of the reasons for the growth in demand for mattresses in the United States is the fact that many Americans began to leave big cities and settle in less densely populated areas. Their living space is increasing and this encourages them to buy new mattresses.
Another fact is also noted. Many people with money decide to spend the summer in the country, buying or renting a house for this. And as Craig Fruchtman, owner of Craig's Beds mattress chain, rightly points out, "Anyone who pays $20,000 a month in rent definitely has money for a new bed."