Reclining to class: Studies, testimonials & cost

Image copyright Patrick Kovacs Image caption The latest figures show more customers are choosing to stay in their cars Across Europe, online sales of loungers are growing faster than ever and could reach hundreds…

Reclining to class: Studies, testimonials & cost

Image copyright Patrick Kovacs Image caption The latest figures show more customers are choosing to stay in their cars

Across Europe, online sales of loungers are growing faster than ever and could reach hundreds of millions in 2018.

In the UK, online sales in the last year were 33% higher than they were in 2014.

And if one retailer has its way, some Brits will have their weekly retreats doubled from 2018.

“I’m quite a recluse,” says Dave Edwards, a content manager for science and technology magazine Connect who has a five-bedroom home in Kent.

“I enjoy my own bed, nice and comfortable with a fluffy rug and an easy bed,” he adds.

“I enjoy cutting up my expenses, so a comfy bed is what I need. So I use everything I can, which is perhaps why I buy loungers.”

Proud of being “a recluse”, Mr Edwards says he does not advertise his home to those who can afford a holiday home in the region, and doesn’t socialise much with his friends – both of which should be familiar stories to anyone who has tried to lose weight.

Making the most of the bargains

Image copyright Philip Walsh Image caption Mr Edwards, far right, has found a creative way to keep his lay-by in top condition

Whether it is presents for his mum, a high-quality piece of art, or a good book, Mr Edwards knows that the year to year question of “do I shop for presents or keep my comfy beds in top condition?”, must be crossed off the list.

This is the real genius of loungers. While many items of clothing may sell out from October to the end of the year, all the genuine publishers of furniture have already put most of their 2017 stock online, and so the investment has been made.

If you were to ask sales figures to look back through time, then they will show that they are enjoying a great year – along with most trends in retail.

Globally, this is true. Loungers sales were up 22% in 2016, and because they are affordable, people could easily spend the money over Christmas.

In September, shopoo.com has announced it is to grow its offline offering of loungers, with plans to open 10 standalone loungers in the UK in 2018.

Image copyright Aspireaa Image caption Sam and Joe Pope grew up sharing a bedroom on a westerly flat in London, but now they have their own home in Kensington, London

The shopoo loungers will cost from £25 to £200, with the children’s sets going for a far cheaper £9.

The firm’s own Feel-Free offer, which operates across 30 countries around the world, has seen 13 new stores planned in the UK next year, and two in France.

Aspireaa chief executive Sam Pope, speaking at the CES tech trade show in Las Vegas, says it was a question of making the most of the bargains.

“Our plan is very bold,” he says. “We want to double our business by 2020.”

Image copyright Organoviking Image caption An ecosine video show how the reclining style could make a positive difference to asthma sufferers

In the US, loungers were introduced for the first time in 1979, and it is now expected to reach $38bn (£27bn) by 2020, a 29% increase on the $27bn (£21bn) recorded in 2016.

Luzhille Habibe from the French advertising agency Marcel predicts that four out of every five of his clients will be selling loungers next year.

For Mr Pope, they offer the simplest solution.

“Loungers are a good starting point for anyone wanting to lose weight – it’s an easy way of accomplishing that goal. The only problem is, people don’t want to get out of bed.”

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