Adjustable bases aren’t just for healthcare anymore.
According to Reliable Business Insights, the adjustable bed market is expected to expand annually by 11.9% through 2033. With residential sales of adjustable bases leading demand, mattress retailers have a prime opportunity to not only increase ticket size but also boost customer satisfaction, says Sheila Luciano, senior vice president for business development at Customatic Sleep Technologies.
Meanwhile, consumers who invest in these products experience a dramatic improvement in comfort and quality of life. “Adjustable bases are one of the fastest-growing categories in sleep for a reason—they deliver immediate, tangible benefits,” adds Luciano. “It’s a win on both sides, and we’re just getting started in terms of innovation and adoption.”
Today’s bases span a wide range, from basic remote-control head tilt to the most advanced health and wellness technology. In between are the trends, everything from anti-snore function to active beds to sleep personalization within a complete sleep system.
Customer base
Adjustable bases used to be a niche market, but today, nearly any adult is a potential customer for this product.
“The ‘right customer’ today is much broader than it used to be,” says Phil McCarty, Customatic’s president and owner. “Adjustable bases are no longer just for medical or recovery needs; they’re for anyone looking to improve comfort, sleep quality, wellness, and lifestyle.”
To achieve all that, customers seek out characteristics including pressure relief, massage, or zero gravity that enhance relaxation; the convenience of USB ports, wireless remotes, and app connectivity; clean aesthetics; and ease of delivery and setup.
Ergomotion, which is celebrating its 20th year, describes adjustable bases as a lifestyle solution. “Today’s customers are looking for three things: a noticeably better night’s sleep, real functionality, and meaningful health benefits,” says Ergomotion Vice President of Sales Alex Freiria.
John Schulte, president of Symphony Sleep, emphasizes that consumers are highly aware sleep has an important role in overall health and well-being, which is why there is increased interest in sleep-enhancement products, including adjustable bases. “Shoppers are looking for solutions that not only improve comfort but directly address the challenges they’re already experiencing such as snoring, acid reflux, back pain, and poor circulation,” he says.
In short, the right customer is one who places importance on sleep and rest, says Lisa Tan, Reverie’s chief marketing officer. That could be a person who simply wishes to use their bed as a relaxation zone for reading or watching television on up to one who needs tilt to help with health issues like seasonal allergies or sleep apnea. Postpartum mothers, for example, appreciate the functions of an adjustable base for recovery and for breastfeeding.
“Customers are looking for relief and comfort,” she says. “They need features that translate to that.”
Stand-up features
At Ergomotion, its range of adjustable bases have features designed for a customer’s specific lifestyle, from underbed storage and headboards to split-head designs that can fit in tight spaces. Retailers serving customers with more pressing health needs can look to the ErgoSportive ($2,499), the only smart base fully compatible with Garmin and Samsung health ecosystems, and the DawnHouse ($4,799), which tracks vital signs and can even alert a loved one if anything is awry.
For those searching for a more sustainable option, the company produces the Eco ($2,499), which features fabric made from recycled plastic bottles, a recyclable bed frame, active head tilt, health and sleep sensors, automatic anti-snore technology, sonic massage, lumbar support, adjustable bamboo legs, dual underbed USB ports, and the ErgoWellness App.
Meanwhile, Ergomotion’s 20th Anniversary model ($3,999) is “a perfect example of everything Ergomotion stands for,” says Freiria. It has head and foot articulation, head tilt, powered lumbar support, zero-clearance design, and a foldable frame for easy delivery. Special features include a wireless remote, a flat button, dimmable under-bed LED lighting, a fast-charging USB-C port, and built-in Bluetooth speakers. It also offers the company’s signature Zero-G® preset position, which automatically lifts the head and legs to align the spine and elevate the knees, reducing pressure points, improving circulation, and aiding breathing for a “weightless” feeling.
“Customers love it because it turns any great mattress into an incredible sleep experience, combining luxury comfort with modern convenience and wellness technology,” says Freiria.
At Reverie, Tan says the company focuses on practicality. Along with split-head queen and king options, the company’s primary offering is platform friendly, which helps remove the friction point of a base not fitting into a customer’s bedroom furniture during the delivery period. Its bases are also compatible with the Reverie Nightstand app, allowing users to control their base’s function through a smartphone. Bases also feature voice activation controls for hands-free use.
For example, Reverie’s O200 and O300 lines (from $350) provide easy functionality with uncomplicated remotes and even fold for easy setup and moving. Meanwhile, its R300 to R500 series (from $799) offers a progression of features, including 3D Wave massage, app compatibility, head tilt, lumbar support, and some new sound features. “Our philosophy has led us to innovate things like audio-integrated haptics and also structural superiority, engineered to withstand the most rigorous durability tests in the industry,” says Tan.
At Symphony Sleep, the company has leaned into personalization in a big way, with adjustable bases that can be adapted as a person’s health and lifestyle change. This is done through a portfolio of patented accessories, which Shulte calls “a key differentiator.”
“It gives retailers a complete sleep system with upsell opportunities that are compatible across our base lineup,” he says. “This creates meaningful attachment opportunities while enhancing the overall sleep experience for consumers.” Accessories include:
- The Elevation Kit, which lifts the upper body up to 12 degrees for incline therapy.
- The Hi-Low Lift Kit, which adjusts head and foot positions and the height of the entire bed frame.
- SleepSafe™, a secure storage unit that mounts under the frame of any Symphony Sleep adjustable base and uses
biometric technology for access. - SleepSense™, a sleep tracking system that offers monitoring and adjustments to enhance customized sleep comfort and quality.
- The Premier Hybrid Platform Base, a modular, upgrade-ready foundation with a breathable metal mesh deck,
paired with an airflow-friendly fabric, that supports up to 2,000 pounds.
One standout product, says Schulte, is Symphony Sleep’s ES700 SonicSleep® Estate Series ($1,999, queen size—MAP pricing). The premium adjustable base features a sonic massage system that uses sound-wave technology to create an immersive and relaxing experience. It also has active lumbar support, motion-activated under-bed lighting, and a sleek upholstered design. An intuitive remote with a built-in kickstand and a companion app make the base easy to control, with features including white, pink, and brown noise options; customizable sound settings; and a music mode for enhanced relaxation. “What makes the ES700 especially appealing is its ability to combine advanced technology with everyday usability while remaining fully compatible with Symphony Sleep’s range of accessories,” says Schulte.
Customatic’s range of products work to deliver on the company’s mission to innovate sleep solutions that move the industry forward and provide the best night’s sleep for its customers. Its adjustable bases range from split-head options in both queen and king, for individualized comfort without a full-split setup, to products offering voice control with active SnoreSense™ technology, which gives users hands-free control of the bed while automatically detecting snoring and adjusting the bed in real time; Zen Mode, providing two-plus hours of pre-loaded relaxation music and white noise that can be played through remote activation; and VibraSense™ Massage, which uses four independent interactive sound pods, combined with massage technology, to create sound waves that move vibrations from the adjustable base through the mattress.
One of Customatic’s most compelling products, says Luciano, is the split-head Synergy adjustable base from its DreamSense collection ($1,199.99 to $2,599.99). The split-head design allows each sleeper to independently adjust their side of the bed, with no compromise of comfort for either person. That’s a major selling point for today’s customers, especially couples with different sleep habits or health needs, she says. Other features include independent foot lift, massage, underbed LED lighting, stacking legs for seven height ranges, wireless remote with presets, and dual USB ports.
“Each feature is thoughtfully developed to combine innovation with real-life usability,” Luciano adds, “making our bases intuitive for consumers and easy for retailers to sell.”
Selling points
With most customers purchasing a new mattress only every few years, there remains a large market that might not be aware of the lifestyle innovations now available through an adjustable base. That creates an opportunity for retail sales associates to start a conversation.
That conversation should be less about selling and more about understanding. “Understand what is driving the customer into the store and map the benefits of an adjustable base,” advises Tan.
And it’s actually not just all about the base. RSAs should further explore a customer’s sleep needs when it comes to mattresses and sleep accessories like pillows. In other words, it’s personalization that ultimately creates a sleep system just right for that particular customer. “Every component matters in creating the perfect sleep setup and maximizing the sale,” says Tan. “Taking the time to custom-fit a customer based on their comfort needs and preferences pays off.”
For Symphony Sleep, the conversation begins with structured merchandising, supported by visually appealing, benefit-driving point-of-purchase displays and demo videos right next to the floor models, which are arranged in good-better-best assortments for easy comparison.
Then, it’s all about the right questions, such as its “What’s Your Sleep Angle?” campaign, which highlights the health benefits of elevated, inclined sleep. “It naturally pulls the customer in,” says Shulte. “Our marketing materials are essential to give the adjustable base the visibility it would otherwise lack and highlight some reasons as to why they are a need, not a want.”
The message is a powerful one: “Don’t purchase a product that can only do one thing,” Shulte advises shoppers. “Invest in a product that can be accessorized as your health and lifestyle change.”
Ergomotion focuses on providing retailers a complete turnkey solution: a partnership that includes an extensive product range, industry-leading after-sales support, and comprehensive training for RSA teams. “From the moment the base hits your sales floor until the day a customer needs help years later, we make sure you and your customers are fully supported and successful,” says Freiria.
In the showroom, Freiria makes a strong recommendation to retailers: Display every mattress in the store on an adjustable base. The idea is to focus on experience, benefits, and outcomes. For Ergomotion, the process might go something like this:
- Invite the customer to experience a live demonstration instead of pitching.
- Explain how the mattress and base work together as a
complete sleep system. - Show the base to every customer—before, during, and after the mattress presentation.
- Let them “test drive” the Zero-G® position. “It excites them every single time,” says Freiria.
- Focus on lifestyle benefits and real outcomes rather than
technical specs. - Always end with the “flat” button so the customer sees how easy it is to return to a traditional flat bed.
That idea of a “test drive” is also what Customatic recommends. “It starts with simplifying the message,” says Luciano. “Associates don’t need to memorize every feature—they need to understand the ‘why.’ ”
Its most recent innovation is integrated customer experiences at the store level. Through a tablet stand that is connected to the bed, customers are invited to go on a three-minute immersive, experiential journey while lying on the bed. The bed’s features and different positions are highlighted in real time, showing customers what the bed does while explaining it.
“It makes the RSA’s job easier and more frictionless,” says Luciano. “Once customers experience positions like zero gravity or head elevation, the value becomes immediately clear and no longer something they have to imagine—it’s something they can feel. And at that point, it becomes much harder for them to walk away from the upgrade.”
The retailer experience
It’s not a stretch for retailers to tap into the personal experience of a customer and why an adjustable base would be a great fit—because customers’ reasons are retailers’ reasons too.
“Our mission is to help people live better lives through the power of sleep,” says Tan. “The design, manufacture, marketing, sale, and support of our products needs to tie back to sleep impact.”
“If you love reading in bed, watching your favorite show, sleeping with your legs elevated, or simply waking up feeling more refreshed, an Ergomotion adjustable base can genuinely change your nights—and your days,” says Freiria. “Whether you want the Zero-G® position or just a little extra head elevation, we turn a great mattress into an amazing one. Quite simply, it’s the upgrade your bedroom has been waiting for.”
With 1 in 3 American adults reporting that they don’t get enough sleep and more than half of American adults saying that stress negatively affects their sleep quality, an adjustable base could be the product many need to get their sleep—and their lives—on track. “There’s growing demand for adjustable bases that deliver clear, real-world benefits through unique, customizable positioning, intuitive design, and integrated technology,” says Shulte.
Adds Luciano, “If you’re investing in a mattress, you should be investing in how you actually use it. An adjustable base transforms your bed from something you just sleep on into something you live in.”
