WASHINGTON — Butterfly Flexible Seating Solutions is acquiring Napaway Coach, bringing its convertible motorcoach seating system and the U.S. sleeper coach brand under one organization.
The deal will combine product development, engineering, sales and customer support.
Daniel Aronov, Napaway’s CEO, and members of his team will remain with Butterfly. Aronov will continue leading the North American sales and support effort.
“Operators who’ve been working with me are going to still be working with me,” Aronov says. “But part of the point of the deal is that the support for the operators doesn’t depend on one person.”
Butterfly will take over suite sales, operator and charter-market development, marketing, and parts and service support. The companies say they do not expect disruptions to operator relationships or existing charter customer commitments.
Aronov says going forward, sales will focus on making suites available to operators as standard equipment purchases, without territory agreements, and helping them maintain the equipment and develop business around it.
Support will include maintenance guidance, parts and service, and help identifying customers and business opportunities.
Pulling different facets together
Butterfly-Motorcoach seating converts between two passenger seats, a private lounge and a 78-inch lie-flat bed. The system allows operators to change configurations without replacing the underlying seating hardware.
Designed for over-the-road motorcoaches in the United States and Canada, the system supports daytime and overnight uses, including sports travel, executive transportation, entertainment tours and premium charters.
Napaway helped bring the system into commercial service in North America following its U.S. launch in 2022.
“Napaway has been an important partner in bringing Butterfly-Motorcoach from an innovative seating concept into reliable commercial service in North America,” says Lars Rinne, Butterfly Seating’s co-founder and CEO.
“This acquisition allows us to bring our product, engineering and customer support capabilities together under one organization while maintaining the close, high-touch support our U.S. customers and operator partners value,” Rinne says.
Butterfly also develops flexible seating concepts for aircraft applications and certified products for US and EU rail applications. The company says the acquisition supports its expansion in the North American motorcoach and railway markets.
Aronov says he plans to display a coach at the upcoming UMA Motorcoach EXPO in San Antonio in January.
“Butterfly owns the product and the engineering and service side, and our team comes along with that,” Aronov says. “So it’s a stronger setup for the future.”
Customers with questions about existing arrangements, upcoming bookings or suite purchases can contact their Napaway sales representative or info@butterflyseating.com.
