I think Serta's move towards the mattress in a box market is a...

I think Serta's move towards the mattress in a box market is a positive one for Alexium and fits in with managements narrative of aiming for higher volume products lines, but it will take a little longer for the benefits to flow on to Alexium.

Since as per the article, the new product as described by Tuft & needle appeals to "shoppers who are "scrappy" and have "no interest in trading up" or who are looking to buy a mattress for their kids or a guest room."ease and support – not so much on cooling technology, not so much on enhanced durability."

So no Alexicool here. Imo there will need to be some success here before Serta adds the more higher end products.