Bedding Brand Airweave Returns to US with New LA Store

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Airweave, a bedding manufacturer favored by athletes, is set to reenter the American market after an eight-year hiatus. The company will open a flagship store in Los Angeles in late March.

The Tokyo-based company will introduce high-quality mattresses tailored to American preferences, which typically favor thicker, more cushioned bedding. To boost brand recognition, Airweave will also promote its signature Futon, designed as a mattress topper.

Drawing on its experience supplying bedding for athletes at the Tokyo 2021 and Paris 2024 Olympics, the company is eyeing a partnership for the 2028 Los Angeles Olympics.

Airweave's mattresses feature "Airfiber," a proprietary material made from ultra-fine resin fibers that ensure breathability and resilience. Since entering the bedding market in 2007, the company has emphasized sleep quality, carving out a niche in functional mattresses through athlete-driven ad campaigns.

*Airweave CEO Motokuni Takaoka with Tony Estanguet, President of the Paris 2024 Organizing Committee, at the Paris Olympic Village in 2024. (©Sankei by Mina Mitsui)*

A Fresh Start

Airweave first entered the US market in 2015 with a store in New York, focusing on thin mattress pads. However, sales underperformed. Reflecting on that period, Chairman and CEO Motokuni Takaoka admitted, "We simply brought Japanese products to the US, but they didn't appeal to Americans who prefer thick, cushioned mattresses."

The company also faced logistical issues, with over half of its products damaged in transit, leading to the store's closure in 2017.

For its second attempt, Airweave will open a 100-square-meter store in Los Angeles, designed under the concept of "Japanese Modern." Takaoka noted that Los Angeles is home to many health-conscious and environmentally aware consumers.

To meet American preferences, Airweave developed the Yume Collection — a new line of thicker, larger mattresses suited for bigger body types, with materials adjusted to provide a softer, more cushioned feel.

These mattresses can be customized by dividing them into three sections (shoulders, waist, and legs), allowing for personalized firmness levels. This modular design also improves packaging durability and supports eco-friendly shipping.

The Yume Collection includes:

Nagomi – Single-layer design
Takumi – Dual-layer design
Kiwami – Premium triple-layer design

Prices range from $4,000 to $8,000, positioning the collection in the higher-end market. Takaoka emphasized that Airweave will "focus on functionality and quality," avoiding the common discounting practices in the US market.

Modernized Japanese Futon

In addition to mattresses, Airweave will introduce a modified version of the traditional Japanese futon, adjusted with extra thickness and larger sizes for Western consumers. While the US market is dominated by mattresses, Takaoka believes there is potential for a new category, stating, "We see an untapped market for mattress toppers and aim to create that space with Futon."

A crucial test for Airweave's global ambitions will be its role as the official bedding partner for the 2026 Milano-Cortina Winter Olympics, where it will supply approximately 4,000 beds in three athlete villages. The company will also establish a "Mattress Fitting Center" in the villages to provide personalized firmness adjustments based on individual athlete measurements.

Airweave views these Olympic partnerships as a way to enhance its global reputation. As Takaoka noted, "With athletes increasingly prioritizing sleep quality, the societal value of bedding will rise," positioning Airweave to strengthen its market presence.

With these initiatives, Airweave aims to grow its global sales to ¥100 billion JPY — five times its current domestic revenue of approximately ¥20 billion.