I'm very bullish regarding the long term outlook for SCSS. In its most established market, the Twin Cities, market share was 22% at year end 2002, still posting 25%-30% same-store sales gains (Q1 & Q2). The national market share is just over 4%. So, the short version of the story is that there is a lot of room for growth for quite awhile.
There's a lot more to the story, of course, including steadily improving margins, high positive cash flow, etc, but hopefully that will add something to the picture.
Dave, thanks for the response. I bought one of their beds last week. I bought the bed AFTER I bought the stock, not before. I like the company. Are you aware if they plan to advertise on TV to create a BRAND and awareness of their product? --- I have never seen a Select Comfort commercial.