After years of catering to women, manufacturers are setting their sights on men. The new macho mattresses they’re introducing have “muscle-recovery properties” and cooling technology, on the theory that men are more likely to feel too hot in bed. The bed frames feature built-in TVs, iPod docking stations, wine coolers, safes and other guy-friendly gadgetry.
Dave Shapiro, a 33-year-old real-estate investor in Philadelphia, paid $30,000 for a Hollandia International adjustable bed that offers a built-in 32-inch Sony flat-screen TV, surround-sound speakers and outlets for laptops. “The best thing is the TV,” he says. “You don’t have to get up.”
Mr. Shapiro admits his wife was less than enthusiastic when he picked the bed out six months ago. He delighted in showing her that the TV could be lowered into the footboard via remote, and he let her pick out the color and pattern of the mattress fabric. His wife declined to comment.
While women have historically made household bed-buying decisions, the bed industry sees men as a neglected market and hopes that innovative products will rouse them from their spending torpor.