Hästens, a brand that all the stars know!
The biggest American stars know Hästens. And for good reason: Brad Pitt, Angelina Jolie, Drake, Oprah Winfrey, and George Clooney have all trusted the Swedish bedding brand to provide high-end bedding for their villas. The “blue check” pattern, invented by the father of Jan Ryde, the current CEO, in 1978, has become the iconic signature of the brand, which now sells mattresses for up to 350,000 euros!
Strong reputation in the United States
A “hall of fame” is located at the entrance to the company, which displays on a wall the photos of big stars who have adopted Hästens bedding. You can easily find the biggest American stars there such as Brad Pitt and Angelina Jolie, Drake, George Clooney, and even football players like Cristiano Ronaldo. A luxurious pleasure, as the founder of Hästens Sleep Spa in Los Angeles, Linus Adolfsson, has worked hard to establish his brand in the United States by offering mattress massage services three times a year to ensure their excellent support, in addition to their 25-year warranty.
Linus Adolfsson has decided to expand into New York City with a store located on the corner of Madison and 82nd Street in Manhattan, using the same concept as his Sleep Spa in Los Angeles. Jan Ryde believes sleep plays a vital role in life, as well as in the performance and development of each individual. According to him: “Good sleep changes everything, and we believe it can help make people more loving, more empathetic, happier”.
In November 2020, Hästens released its free app, “Hästens Restore,” created in collaboration with Apple for the simple reason that they share the same values. The concept? An app that helps reduce stress and increase productivity just by listening to specially curated music.
Sales are exploding
During the health crisis, the “blue check” brand was one of the companies that benefited most from the pandemic. This is explained by the fact that people were going out less due to lockdowns and curfews, which allowed them to be focused on their homes. This period has also been a time of awakening for people since the comfort of the bed and the quality of sleep are closely linked, and allow them to live their days better. Which explains why the expenses were directed towards the interior and exterior of their house. Hästens’ sales increased by around 70 percent compared to the same period last year. The United States is the brand’s main market, but it is increasingly spreading to China.
There is no need for communication campaigns, as Hästens customers take care of this by promoting the brand on social networks and in the media. Many stars refer to their Hästens bed, especially when Zlatan Ibrahimovic only wanted to take his “Hästens” with him when he left Malmö FF for Ajax Amsterdam in 2001. But that’s not all, because in the 2018 video for “God’s Plan,” singer Drake replies to the young woman who asks him if he loves her: “I only love my bed and my momma” which means “I only love my bed and my mom”.
Hästens in Paris
Natural products
The brand’s products have exceptional quality thanks to the natural materials that make up the products without the use of harmful flame retardants, and then a working method that allows the bed to be created solely by hand. In addition, the mattresses and box springs are made of linen, thus reducing static electricity, cotton, wool and horsehair which is the main component of Hästens mattresses.
The Köping factory has a room that stores a gigantic mountain of horsehair from South America. The material is washed, boiled and then sterilized to avoid the risk of allergies for Hästens buyers.
This recalls the origins of the company: saddlery, the field in which Pehr Adolf Janson started at the age of 22. At that time, master saddlers also made mattresses as a secondary activity. Per Thure, Pehr Adolf’s son, had reversed priorities by anticipating the age of the automobile and the decline of the horse as a means of transport. David Stefanus, grandson of the founder, decided to focus solely on beds in 1917. Paul, his cousin, then designed a horse-shaped logo in honour of the 19th century heritage.
Luxury Bed is pleased to present the Hästens range, one of the most prestigious luxury bedding brands in the world.
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