Opulent hand crafted luxury bed maker celebrates 2nd anniversary in SA

Global luxury-bed brand Hästens, celebrates two successful years in the Green Point neighborhood. They have subtly entered the South African market, introducing locals to luxury sleeping in the most natural and pure form. What the Swedish Royal Family has always enjoyed, is set to become an aspirational investment piece for South Africans.

Hästens’ vision of giving the world the best bed allows for no shortcuts. In an industry dominated by mass-production focusing on cost, Hästens keeps its focus on quality and stands alone in its belief that there is only one way to create a true masterpiece – by hand, using traditional craftsmanship techniques. It is the kind of investment that pays quiet, meaningful dividends year after year.

”As we spend a third  of our lives, approximately 25 years, lying down sleeping, Hästens has made every effort to ensure that this time is spent wisely and enjoyed. We therefore custom design and hand craft each bed to suit individual clients’ specific needs,” explains Mashuda Casmod, partner and manager of the Hästens store in Cape Town. “Generally South Africans mistakenly believe that you should sleep on a firm bed,  however, at Hästens beds are created to be slept in, allowing the bed to mould and shape to your physique. Our aim is to ensure that locals experience sleep as luxuriously as in Sweden and the greater parts of Europe, while educating the public about the beds’ vast health benefits against lifestyle related ailments,” she concludes.

Swedish bed manufacturer Hästens was founded over 150 years ago in 1852 as a small family-run business producing saddles and carriage furniture. Today, five generations of bed makers later, Hästens is a multinational corporation owned by Jan Ryde whose great-great-grandfather laid the foundations for the business. With more than 250 stores in 29 countries, the company continues to expand in existing markets and initiate new market growth.

The beds… natural quality and craftsmanship

For a more luxurious sleep, which is not only comfortable but environmentally friendly as well, Hästens beds are made using only the finest natural materials that breathe, namely cotton, horsehair, flax and wool. Just as any other component of the beds, the springs are a science in themselves. All Hästens beds contain at least two cooperating spring systems, soft and flexible springs at the top to provide excellent surface softness and a firmer set of springs below, giving outstanding deep support. The result is a bed that conforms to the contours of your body providing the required support and relaxation to the back and the rest of your body.

In addition to the signature blue check which the brand is known for, there is a range of 20 other colours to choose from, some avant-garde and bold like black and wine red to more subtle and muted colours like white and natural. From an interior décor point of view, this palette of colours allows the bed to naturally blend in with the existing setting or to make a statement and opulently stand out. The Hästens bed range is complimented with a line of accessories such as luxurious pillows and duvets, linen, personal accessories, bed accessories and top mattresses.

The attention to detail and quality in every step of the creation to the delivery of the bed has resulted in prestigious awards and rankings including among others, only supplier to the Swedish Royal Court since 1952 until present, the Swedish Trade Council annual export award and the Swedish Swan environmental certification. No princess will lose sleep over a pea in a Hästens bed.

The Hästens craftsmanship is unique and cannot be learned in any school. By using the sense of touch combined with years of experience, craftsmen ensure that the quality of fabrics, tailoring, fitting, wooden frames and springs are perfect. Passing on his unique skills to the following generation, Jan-Erik Leander, Hästens master Craftsman who has over 24 years of experience as a bed-maker, expresses, “My mission is to ensure that our future generation of bed-makers are more skilled than I.”

To maintain their high standards and quality of craftsmanship, Hästens have implemented an apprenticeship programme ensuring that all new employees work side-by-side with an experienced craftsman and learn all trade secrets. These high quality standards are practiced globally as Hästens management and staff in all locations undergo training at the factory in Sweden.

Enter the Hästens world and discover the extraordinary comfort and timeless value of sleeping in a Hästens bed.

For more information contact:
P: +27 21 418 0434
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or visit:  http://www.facebook.com/haestens

To test the beds, visit the showroom at 55 Somerset Road, Corner Somerset & Highfield Road in Green Point. After all… feeling is believing.

For more press information contact:
Chatroom
Gugu Sithole, Account Executive
P: +27 21 422 2806
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