Daily News
From Home Furnishing Business
Gold Bond Mattress Sees Opening for Futon Sales
September 4,
2024 by Karen Parrish in Business Strategy, Industry 
Gold Bond Mattress, one of the nation’s largest independent bedding manufacturers, said it is seeing a 25-percent increase in futon sales this summer as Gen Z consumers like its dual-purpose functionality as both a seating and sleep surface for small-space living, and category competitors have gone out of business.
“Several futon suppliers have exited the business in recent years, creating a perfect storm of sorts for Gold Bond as retailers seek to fulfill consumer demands. 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 Gold Bond CEO Robert Naboicheck.
Of the 17 futon constructions the brand supplies, its best-sellers, the 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 inner spring unit to create 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 most popular mattresses combine a box-shaped, heavy cotton twill outer shell with bottom and side panels, a component that stands out in the futon industry, where traditional pillow mattresses are the standard. The mattresses come in a variety of fabric options as well including leather, microfiber, and tweed, and in colors such as tan, sage, and burgundy.
Also setting Gold Bond apart is the high-quality construction of the brand’s seven solid hardwood and oak frames. One of the most popular oak offerings, the Burlington, boasts the brand’s signature cherry finish and features a fold-down tray-table arm, which can double as an end table ideal for both tight spaces and budgets.
According to Skip Naboichek, president of Gold Bond, post-pandemic, consumers of all ages are interested in dual-purpose furnishings to use space comfortably and efficiently. “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. Changes in lifestyle are driving increased interest in the category now.”
In a sector that has plateaued for other brands in recent years, Gold Bond has heightened its futon presence by offering enhanced comfort and quality/durability options, adding to the brand’s continued success.
“We offer a step-up comfort program in futons, very similar to how we sell our traditional mattresses,” Skip Naboichek said. “Gold Bond has been garneting our own cotton since my grandfather was running the business. In futons, my Dad saw an opportunity to create a product that also required cotton, adding a level of comfort that wasn’t previously available. 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.”
The focus on affordability 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. A young person can purchase a futon and a hard-wood frame to go with it starting at about $549 retail, and they are investing in a quality product they won’t send to the landfill a year out of college.”