Hästens is celebrating its 160th anniversary this year by launching a limited edition continental bed, the Hästens Jubilea and headboard, Anniversia.
The company was founded in Sweden in 1852 and its characteristic blue checked beds are handmade, using natural materials, such as horsehair, flax, wool and Swedish pine.
It recently launched its first store for the Middle East, at Sunset Mall in Jumeirah Beach Road, Dubai, and has a two-year business plan to open a second store in the next six months in Doha, Qatar followed by Jeddah, Saudi Arabia and Abu Dhabi, UAE.
“Hästens is present in 35 countries and after researching the area we realised Dubai and the GCC is still virgin territory. We believe there is great potential to expand the brand into the region and there is a substantially large high-end niche market at our disposal,” said Tiina Kontra, marketing manager, Hästens GCC.
“Dubai also has a large expat population of which a large percentage are European who are already familiar with the brand. The GCC has the highest rate of high net worth individuals in the world and there are numerous luxury products available to them. Even in this softened economic climate business remains buoyant.”
Its main competitors are Duxiana and Vi-Spring targeting a similar niche market of five-star guest houses, boutique hotels and resorts. Medical institutions and construction projects.
Its flagship store in Dubai is one of the first in the world to offer private rooms to clients for a Hästens Sleep Experience.
“Our beds do not contain any unnatural materials like memory foam, latex, rubber or polyurethane. Our two spring systems have been perfected over generations and are patent protected by Hästens,” added Kontra.
“Our beds are an investment, 25 years of a person’s life with a guarantee in place for any damage to the spring or frame system. A Hästens bed is fire resistant as well as biodegradable.”