TAMARAC, Fla. (AP) – Waterbeds still elicit a wink, wink, nudge, nudge whenever they come up in conversation. But two pioneers of the industry in the United States are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch.
Inventor Charles Hall and City Furniture CEO Keith Koenig are promoting the new Afloat mattress with a focus on comfort and support, not sex. In the City Furniture showroom in Tamarac, Florida, a sign promises Afloat mattresses are “not your parents’ waterbed.”
The new mattresses range in price from about $2,000 to $3,300. The promoters are replacing product names such as The Pleasure Pit and Pleasure Island for the sober-sounding Firm and Pure models.
In this June 27, 2018, photo, Michael Dart lies on his new waterbed from City Furniture in an interview with the Associated Press in Coral Springs, Fla. Dart bought a waterbed in the 1980s in Rochester, N.Y. His waterbed didn’t move with him to Florida several years later, and Dart said he missed its comforting warmth. When he went mattress shopping in June, he was thrilled to see the Afloat beds at City Furniture and bought the first one. (AP Photo/Brynn Anderson)
In this June 26, 2018, photo City Furniture CEO Keith Koenig, jumps onto a waterbed as he speaks during an interview with the Associated Press, in Tamarac, Fla. Koenig and inventor Charles Hall, pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Brynn Anderson)
In this July 5, 2018, photo workers assemble the Afloat water mattresses at the factory in Corona, Calif. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Chris Carlson)
In this June 26, 2018, photo City Furniture CEO Keith Koenig, rides through his wear house giving high fives to the employees in Tamarac, Fla. Koenig and inventor Charles Hall, pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Brynn Anderson)
In this July 5, 2018, photo workers assemble the Afloat water mattresses at the factory in Corona, Calif. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Chris Carlson)
In this July 5, 2018, photo a worker sews the Afloat water bed at the factory in Corona, Calif. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Chris Carlson)
In this June 26, 2018, photo City Furniture CEO Keith Koenig, shows the new waterbed on display as he speaks during an interview with the Associated Press, in Tamarac, Fla. Koenig and inventor Charles Hall, pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Brynn Anderson)
In this July 5, 2018, photo workers assemble the Afloat water bed at the factory in Corona, Calif. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Chris Carlson)
In this June 26, 2018, photo an Afloat water bed is shown on display in a wear house at City Furniture in Tamarac, Fla. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Brynn Anderson)
In this July 5, 2018, photo workers assemble the Afloat water mattresses at the factory in Corona, Calif. Two pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Chris Carlson)
In this June 26, 2018, photo City Furniture CEO Keith Koenig, rides through his wear house after an interview with the Associated Press, in Tamarac, Fla. Koenig and inventor Charles Hall, pioneers of the waterbed industry in the United States, are hoping to generate a new wave of popularity for the old furniture concept by using a wholesome new pitch. (AP Photo/Brynn Anderson)
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