Hastens Sangar AB, the 165-year old Swedish company, looks to change the way people think about and prioritise sleep so as to enjoy a better quality of life. The company claims that it provides the deepest and the healthiest sleep to its customers through its handcrafted beds that are completely manufactured at its facility at Koping in Sweden.
The company recently expanded its footprint in India with the opening of its fourth store in the country at Bengaluru in partnership with Sunrise Home Solution. It also plans to open stores in Mumbai followed by Chennai and Punjab by the end of 2017. The company already has three stores in India in Delhi, Hyderabad and Gurgaon.
Interestingly, these high-end hand crafted beds are priced between Rs 4.7 lakhs and Rs 40 lakhs. The company is using raw materials such as horse-tail hair to maintain ventilation inside the bed, pine from the forests of northern Sweden and flax that diverts static electricity from the human body and also helps in absorbing noise and vibration. Hastens Sangar AB also claims that the natural material used in the bed is close to zero on allergens and completely non-carcinogenic, while the spring and wooden frame has a 25-year warranty.
“India is a price-sensitive market, and people need to be educated on investment in sleep. You spend one-third of your life on your bed. All our beds can be customised as per the requirement of customers. Once we receive an order, our manufacturing plant at Koping in Sweden manufactures it. Currently, we take on an average, around two months time to deliver a bed from Sweden. Our manufacturing plant has a capacity to manufacture around 14,000 to 15,000 beds per year. We aim to sell at least one bed per day from each showroom of ours are located across the globe,” Joachim Vieglins, vice-president, Global Sales, Hästens Sanger AB, told THE WEEK.
Ludovic Létrillart, Regional Director IMEA, Hästens Sanger AB, feels that India figures very high in the list of sleep-deprived nations and most health issues in urban population are related to lifestyle, wherein sleep has a major role.
Established as a family-run business in 1852 in Sweden, Hästens, is one of the world’s oldest bed manufacturers and is now active in 37 countries. It has more than 240 partners in Europe, Asia and the Americas.
