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Dream On!

A booming industry built around a good night's rest is fulfilling many entrepreneurs' sweet dreams.

This story appears in the July 2005 issue of Entrepreneur. Subscribe »

Sleep awareness is everywhere these days. From studies documenting how we don't get enough sleep, to new luxury amenities designed to help us sleep better, to the multitude of books and other products dealing with the dynamics of sleep, it's clear sleep is on a lot of people's minds--entrepreneurs included. What's going on? "We are seeing a lot of movement in sleep products and services," says Reinier Evers, founder of, an industry-trend forecaster. It all fits into the trend of "massclusivity," says Evers--that is, more people wanting more luxury products and more exclusive products in general. "Category by category . . . room by room, it's all succumbing to consumers' insatiable appetite for the best of the best. Next: the bedroom," he says.

Evers also cites the growing number of aging boomers who have cash in their wallets and a desire for a good night's sleep. They're looking for comfortable, health-conscious and professional-grade beds, and are often willing to pay the hefty price tag. According to the International Sleep Products Association, U.S. mattress and foundation wholesale shipments grew from $4.76 billion in 2002 to $5.04 billion in 2003, a 5.8 percent increase.

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