Independent bedding manufacturer Gold Bond Mattress said it had a 25% increase in futon sales this summer. Company officials attributed this rise to Gen Z consumers drawn to the futons’ dual-purpose functionality as a seating and sleep surface for small-space living and to a decline in category competitors.
“For decades, futons have been an integral part of our business and now account for roughly a quarter of our sales as a new generation of shoppers discovers their appeal,” said Robert Naboicheck, CEO of the Hartford, Connecticut-based mattress producer.
According to a news release, 17 of the brand’s futon constructions — including its best-selling ComfortCoil, FeatherTouch II, and 8” Double Foam with Cotton models — are catching the eyes of Gen Z, who appreciate comfort and affordability. The ComfortCoil includes a custom-designed SuperCenter innerspring unit for a firm, healthful sleep surface, while the FeatherTouch II includes six two-inch layers of high-resiliency convoluted foam, offering a luxurious, high-quality feel. The 8” Double Foam with Cotton futon mattress includes two layers of solid, CertiPUR-certified urethane foam for maximum resiliency and cushioning.
Each of the three mattresses combines a box-shaped, heavy-cotton twill outer shell with bottom and side panels. Fabric options include leather, microfiber, and tweed, and colors include tan, sage, and burgundy. Gold Bond’s futons also feature high-quality construction with seven solid hardwood and oak frames, the news release said.
According to Gold Bond President Skip Naboicheck, post-pandemic consumers of all ages are interested in dual-purpose furnishings to use space comfortably and efficiently. “Changes in lifestyle are driving increased interest in the category now,” he said. “It might be that a guest bedroom now functions as a home office but still needs to accommodate an overnight guest. Or someone has moved home unexpectedly, or has moved into a smaller space, or taken on a roommate.”
Company officials said that while the sector has plateaued for other brands in recent years, Gold Bond has heightened its futon presence by offering enhanced options for comfort, quality, and durability.
“We offer a step-up comfort program in futons, very similar to how we sell our traditional mattresses,” Skip said. “Over time, we have continued to focus on comfort over utility, adding fabric options and multiple styles alongside GOTS-certified organic offerings for a more sustainable alternative.”
Skip also emphasized that the brand’s focus on affordability has never changed. “Today, a consumer on a budget doesn’t have to spend $2,000 on a conventional mattress because our best-selling ComfortCoil futon is constructed using the same innerspring found in many mattresses at a fraction of the price.”
