Vladimir Poutine, Arnold Schwarzenegger, Angelina Jolie, Brad Pitt, Tim Cook… So many celebrities who sleep on these dream mattresses. The brand has been booming since the start of the pandemic… Extract from the magazine “Nous, les Européens” broadcast on Sunday January 31, 2021 at 10:45 am on France 3.
“We are lucky and blessed because this has been the best year ever. In some markets, our sales increased by more than 100% in Asia and the United States. And it’s the same for France… ” Jan Ryde told “We Europeans” magazine (replay). A happy boss who is deeply attached to this family business founded by his ancestor five generations ago.
Black gold from Hästens, a Swedish premium bed manufacturer, is braids of horsehair that arrive at the factory from all over the world. They are swallowed by a machine and the hairs come out curled. And the creped strands will act like springsnatural. The expert hands of the craftsmen superimpose them in successive layers of horsehair and wool. This is the secret of the softness of this luxury production.
A success directly linked to the state of health emergency
Matilda Spjut, who did not find an engineering job after graduating in the midst of the Covid-19 coronavirus pandemic, resumed her student job here: “I’m really grateful that I have a job in these difficult times and that I was hired back here after I graduated. We’ll see if I can move on to another job. I hope, but we’ll see… ” In the offices of this booming company, a wall pays tribute to artistic and political celebrities from around the world who sleep in a bed of the brand.
These beds cost from 5,000 euros to… 450,000 euros, as for an ultra-luxurious bed made for a Canadian rapper. Fame and know-how do not explain everything for this success which is today directly linked to the state of health emergency: “People needed peace, rest, to find a bed that was like a rock in the ocean in the midst of a storm, a sanctuary that gave them shelter. They discovered how important sleep is for the immune system, general health and well-being ”, analysis Jan Ryde.
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