I am convinced that this part of the market should be a prime target for gaining an increased market share in a large segment we currently aren't competitive in as an industry. When all dealers wanted was volume the manufacturers kept it simple, but today, with competition heating up and market share harder to come by these same manufacturers are getting creative. They have discovered the better business model is to sell a higher quality mattress while maintaining the value proposition futons already have, albeit at higher price points and higher margins, a position neither side is complaining about. Otis Bed is taking the bull by the horns when it comes to helping themselves to a piece of the innerspring pie. Roma expects to debut the new system at the show in Las Vegas.
Consumers still love the product.
I am convinced that the futon mattress is not only here to stay but because of its wonderful combination of great comfort and awesome value it will continue to slowly garner market share in both the sleeper sofa and daybed market, and on into the innerspring dominated bedroom. Perceptions though, must change for our premium products to make the cut. The waterbed industry faced a similar situation several years ago and wasn't able to turn things around. After talking to the men and women in our industry I see a very different outcome for us.