By Alan Wolf, YSN
Replacement sales of home goods have soared during the health crisis, as consumers spend more time at home and imperfections in their appliances and home furnishings become more apparent.
Mattresses are no exception. According to a report in today’s New York Times, bedding, whether opening price point or ultra deluxe, has clearly bounced during the pandemic, taking some dealers by surprise.
“We didn’t know how much of a drop off there would be,” recalled Christian Alexander, Chief Operating Officer of West Coast retail chain Nest Bedding, whose mattresses start at $449. “Analysts were saying things could get really bad, but we saw our first uptick in online traffic in the beginning of April.”
Since then, he told the newspaper, online sales not only made up for his COVID-closed showrooms, they far surpassed them.
Mark Abrials, Chief Marketing Officer at mattress maker Avocado, whose prices start at $899, said money previously spent on vacations and dining out is being redirected to the home. “People are putting more money into the home next and other things that make them feel good,” he observed.
Melanie Huet, Chief Marketing Officer at Serta Simmons, said mattress demand is rising as workers relocate from population centers to larger, more remote houses that can accommodate home offices. “Their living space goes up and that triggers new mattress purchases,” she said. Huet also reported “a tremendous surge” in mattresses for RVs and campers.
Direct-seller Ron Rudzin, CEO of Saatva, believes that for some remote employees, their bed is their home office. “I think a lot of people work in bed even though they say they’re at a desk or a table,” he said, which could account for a spike in adjustable base sales.
Ultra-premium bedding has also benefitted during the pandemic. After a cover story on the rapper Drake appeared last April in Architectural Digest showing his Hästens Grand Vividus bed, Hästens Sleep Spa owner Linus Adolfsson sold ten of them in a week — at $400,000 a pop.
Hat tip to The New York Times.