"The iPod and the Mirra chair each emerged from an insightful but straightforward understanding of contemporary trends.........from the new book "The Design of Things to Come: How Ordinary People Create Extraordinary Products" by Craig Vogel
Don't you think the Mirra emerged from a need for MLHR to replace sagging sales and margins from the Aeron, which had dropped in price about 35% from the dot com days. The industry and design people can lay on all the awards they want, but the bottom line is that there is little new technology or benefit in these new chairs across the board, only less expensive manufacturing and materials to maintain those margins. It's like any other product, tennis rackets or vacuum cleaners, make claims, generate interest and maintain those margins. The Aeron was a breakthrough and the Mirra, simply what the current market will bear.
Actually, the Aeron remaiins a huge contributer to margins. Even when discounted at the deepest end of the scale the margins are juicy. Mirra was introduced not to canabilize Aeron sales but to hit a lower price point. Mirra margins are really healthy although sales volume is not where Aeron was when it hit year three ((3).