Butterfly Seating brings flexible coach sleeper seat to Europe… starting from Busworld

At Busworld Europe 2025, Butterfly Flexible Seating Solutions will introduce European operators to a flexible seating system developed in order to allow the conversion, in just a few seconds, of premium recliners to a private lounge or a full lie-flat bed.

Butterfly will exhibit for the first time at Busworld Europe 2025 in Brussels.

Butterfly Seating debuts in Europe at Busworld

Butterfly Flexible Seating Solutions develops and commercializes seating concepts for air, rail and road transport. The company is affiliated with Hong Kong–based Paperclip Design, an industrial design studio recognized for its award-winning innovations. Its activities span from intellectual property licensing to engineering consulting, product development, certification and industrialization, alongside design, customization and finish services. The focus is on enabling flexibility in cabin layouts as a tool for operational efficiency.

Butterfly’s design ready for presentation in Brussels enables three distinct configurations: two reclining seats, a lounge setup, or a 78-inch bed. The transition requires less than 10 seconds and no reconfiguration of the vehicle interior, the supplier states. According to Butterfly, this makes it possible for operators to run daytime routes, overnight sleeper services, or VIP charters with the same vehicle, unlocking premium revenue opportunities while avoiding costly fixed layouts.

The seat is targeted at segments such as overnight scheduled services, professional sports teams, and entertainment tours—markets where privacy, rest, and comfort are critical. Compared to traditional coach bunks, Butterfly claims its beds offer up to 30% more lateral space, along with details such as privacy screens, storage, and charging ports to replicate a business-class air travel experience (Butterfly press note).

The system has already entered service in North America through the Napaway network of operators.

“Butterfly gives operators more control over how they serve their passengers and provides a practical way to add value to their fleets. With a single vehicle, you can run daytime routes, overnight sleeper services, or VIP charters – while offering passengers a premium experience without added complexity. In the U.S., our partner operators have increased their utilization rates while charging a premium. This builds a strong case for ROI and provides a direct positive impact to overall margins. And as Europe looks for practical ways to decarbonize long-distance travel, Butterfly offers operators a hardware solution that both captures new revenue and supports that transition”, states Lars Rinne, CEO of Butterfly Seating (Butterfly press note)