Betting weary-but-wealthy baby boomers are willing to do just that, mattress companies are fluffing up their selections of ultra-luxe beds that retail for more than the cost of cars, college tuition and parcels of land.

With a heart-stopping price tag approaching $50,000 — $49,500 to be exact, although the price will climb to $59,750 in April — the Vividus bed launched last year by the Swedish manufacturer Hastens is among the most expensive sold in the U.S.

But the Vividus, which means “full of life” in Latin, is just the latest bed to target a growing consumer appetite for high-end beds made from materials such as latex, flax, memory foam, silk, cashmere, lambswool and hand-tufted horse hair.

“If you could have beautiful, incredible sleep, what’s that worth?” said David Perry, bedding editor of the trade publication Furniture/Today. “The whole idea is pamper yourself, you’re worth it, go for it, live the dream, sleep on a cloud. That has some appeal.”

But it’s the luxury market that’s behind much of the trend. Premium-priced mattresses — those costing more than $1,000 — were 21 percent of sales in 2005, the latest data available, up from 14 percent in 2000.

But does paying a small fortune for a bed ensure the perfect snooze? It depends who you ask.

Chicago attorney Charlotte Wager, 42, has spent more than $13,000 in the past three years to buy Hastens mattresses for herself and two of her children. Wager said she likes the beds and their 25-year warranty so much that she’s considering buying two more for her older children.

“You want to be able to go to bed at night and rejuvenate and rest and recuperate,” Wager said. “And to me, the mattress is an investment in that.”

Labels: bizarre, comedy, funny, funny news, humorous, interesting, news, oddball humor, oddball news, strange, weird