Waterbed promoters trying to revive industry with new focus

TAMARAC, Fla. -- 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.

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  In this July 5, 2018, photo workers assemble the Afloat water bed at the factory in Corona, Calif. (AP Photo/Chris Carlson)