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Hästens: Lessons From The Company That Created The $750,000 Mattress
21.02.2024 - 16:09 / forbes.com
With his top-of-the-line mattress selling for $750,000 — and featured in the homes of celebrities like Drake — Hästens CEO Jan Ryde has already succeeded on a number of challenges. Still he gave himself one more, promising to write a book when his annual company sales reached $100M. ‘ When Business Is Love ’ isn’t your typical corporate cutthroat how-to manual. Instead Ryde tells the story of his fifth-generation 172-year-old family business going from making horse saddles to the most desired mattresses in the world, and how he guides the company with a combination of passion for excellence and a culture of compassion among the people who work there. I spoke with Ryde at the company’s New York showroom about his business philosophy and his most famous mattress.
In your book you point out that people don’t think twice about spending a lot of money on a car, yet they spend much more time in their life on their mattress. Why don’t people value their beds as much as they should?
My first explanation is it's very difficult for people to know what they don't know. They haven't been in a Hästens sleep spa or they haven't experienced a bed that has the right kind of softness for them. There are a lot of mattresses out there and they kind of look and feel the same. How do you know that it's bad unless you have something to compare it with? And then the more mattresses they have bought the more they have experienced the bad ones. It's very difficult to break through that habit.
How does not sleeping well affect someone?
There's so much science done on sleeping. Most people live with the current mattress they have and don't really think about it. So it's usually outside our awareness. Having less than optimum sleep reduces the immune system. You get the same symptoms as being slightly drunk. And no employer would allow people to go to work drunk.
How did the Grand Vividus come about?
We have a lot of customers that buy our beds and then come back to us and regret that they bought in the beginning or the middle of our price range. If I knew what I know now about Hästens I would have bought an even better one (laughs).
In the early 90s the company grew so much — we had a lot of people buying our beds. Some people who bought the best one came to us and said they love their bed but if we made an even better one they would buy that too.
So we created the Vividus. Fast forward, we sold thousands of them and still those customers said “if you create an even better one…” So we created the Grand Vividus.
What went into the design to make your top bed even better?
That’s the secret sauce. It's a piece of art. But we take it to such a high level that it becomes more than a piece of art. It takes 600 hours to
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