Dividends: Futon Fever

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Usually it is the Japanese who copy and improve American-made products. But some savvy U.S. business people are aiming to beat the Japanese at their own game. They are designing and selling spiffed-up versions of the traditional Japanese futon, or sleeping mat, to none other than eager American shoppers. Traditional Japanese futons are thin, muslin-wrapped cushions. U.S. makers have thickened the cotton stuffing in futons, covered them in designer fabrics and succeeded in promoting the joys of "all-natural sleep."

"My customers say they feel better, walk better, talk better," reports Sally Baker, who owns Chicago's Futon Studio. Boston's Shinera Futon Mattress Inc. sells 75,000 units yearly at about $95 for one of twin size covered in a standard fabric. To emphasize the comfort dimension, some new futons come with a core of foam rubber, which seems to disturb at least a few futon purists. Not to worry, soothes Emily Kossowsky of Boston's New Moon Futon Co. Says she: "We stress that the foam is surrounded by cotton."