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Take It Easy

Creature comforts, hit the books, hold a candle to this.

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This story appears in the November 1998 issue of Business Start-Ups magazine.

The "comfort" industry is soaring as premillennium consumer demand turns the spotlight on health, happiness and above all, less stress. Entrepreneurs promoting relaxation and a chance to escape the daily grind are benefiting.

"The baby boom generation is in the high-stress years, juggling careers and mortgages and raising kids who are going off to college," says Jon Berry, editorial director of market research firm Roper Starch Worldwide. "Particularly in that group, there's a real need for de-stressors."

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