Dubai, April 2021: Hästens announces today the opening of its flagship store in Dubai, in partnership with The Mattress Store Group. The leading Swedish brand that was founded in 1852 and has handcrafted the finest beds for generations invites residents to explore a variety of exclusive beds, expertly crafted to provide the best quality of sleep.
Hästens’ rich history started in and around the Swedish town of Köping and goes from its roots as master saddlers to being Royal purveyors. Recognized for making the best handcrafted beds in the world, every Hästens bed is handmade using only premium sustainable natural materials and techniques handed down through six generations.
The first flagship Hästens store in the Middle East, located on Sheikh Zayed Road, will showcase an instore Sleep Spa where individual and Private Sleep Consultations will be performed by a dedicated Sleep Coach.
Visitors will be able to immerse themselves into the world of Hästens and to test and feel the brand’s ultimate bed collections, linens, duvets and pillows. Under the guidance of the brand’s Sleep Coaches, customers will be invited to perform a Blind Test in order to identify their unique needs.
Mubashir Iftikhar, CEO and founder, The Mattress Store Group, comments “This strategic partnership that we chose to build with Hastens is in the core of our business plan to solidify our hold as the market leader in the sleep category in the UAE. This flagship store, and few of the other The Mattress Store locations, will be the first of many other touch points we are developing to introduce this amazing brand to the UAE consumers looking for bespoke and one of a kind products to enhance their well-being.”
Ludovic Létrillart, Regional Director IMEA, comments “We are delighted to announce the official opening of our flagship store in the heart of Dubai, designed to offer a real live experience on the entire Hästens collections. We are on a mission to help the world sleep better and live a better life and are committed to keep fulfilling our clients search for excellence, quality and better living. We look forward to welcoming our customers in the region and showcasing what it really takes to embark on a good night sleep.”
All necessary health and safety measures will be implemented, from regular sanitization to ongoing deep cleans to ensure guests have the ultimate risk-free experience at the store.
All Hästens beds are made with the finest craftmanship, by using only the best natural materials – which up to this day continue to be made using the same materials as when the first beds were made, over 160 years ago. Each and every material has been selected for a purpose, in line with the brand’s mission to assure that its clients get high-quality sleep and are able to be the best version of themselves, every day. All beds are made of the following materials:
- horsetail hair, which transport moisture so that the body can regulate the temperature around it
- cotton and wool, which contribute to an optimal sleeping climate, so that users fall asleep faster
- flax, which diverts and prevents static electricity from occurring, also providing a quit sleep environment
- slow growing northern pine, which gives stability that lasts for generations.