Bed of Lux­ury


Swedish lux­ury beds brand Hästens opens its flag­ship store in Delhi at the pre­mium South Court Mall in Saket. The store of­fers its unique prod­uct propo­si­tion in a lux­ury home en­vi­ron­ment that of­fers pre­mium per­son­al­ized sleep so­lu­tions for dis­cern­ing cus­tomers.

Based out of Swe­den and with a foot­print across 35 coun­tries, Hästens is a pri­vately owned fam­ily com­pany which was founded back in 1852. Af­ter a start with mak­ing sad­dles and car­riage fur­ni­ture, it later di­ver­si­fied into beds as its main busi­ness though it re­tained its her­itage with its brand’s logo – a horse. For more than 150 years Hästens has been known for its hand­crafted lux­ury beds which use nothing but nat­u­ral fill­ing ma­te­ri­als. It’s with the same pre­ci­sion and care that bed­ding mer­chan­dise has been pro­vided at Hästens newly launched store in Saket. Ut­most care has been taken to pro­vide an en­vi­ron­ment where cus­tomers can make in­formed buy­ing de­ci­sions. Hästens re­cently opened its flag­ship store at DLF SOUTH Court Mall, Saket, Delhi with its of­fer­ings of lux­ury beds in a lux­ury home store con­cept spread over 250sqm. “Our main in­ten­tion was to give cus­tomers a per­son­al­ized ex­pe­ri­ence. In other words, through a lux­u­ri­ous en­vi­ron­ment as Hästens, our ob­jec­tive is to create an ex­pe­ri­ence zone, not just a show­room with mer­chan­dise on dis­play,” shares San­jay Verma, Re­gional Man­ager (Africa, In­dia and the Mid­dle East), Hästens Sän­gar AB of Swe­den. Hanna Tell­skog, Store De­signer, Hästens Sän­gar AB of Swe­den adds, “We nar­rowed down on a home-like am­bi­ence for the store.” Ad­dress­ing the needs of a ma­ture, pre­mium and dis­cern­ing seg­ment, the brand of­fers high end so­lu­tions for beds which are hand­made, 100 per cent eco-friendly and de­signed keep­ing in mind one’s phys­i­cal needs for a good sleep. They of­fer three col­lec­tions in­clud­ing frame beds, con­ti­nen­tal beds and ad­justable beds made with horse hair. The store front de­sign has open-back­win­dows that of­fer a clear view into the store giv­ing an en­tic­ing gist of what it has to of­fer. “We’ve fol­lowed Hästens stan­dard, a uni­form store front to create brand con­sis­tency. The graph­ics in the win­dow dis­play changes four times a year to re­flect the four cor­ner­stones of the brand,” says Hanna. The win­dow dis­play com­mu­ni­cates the ‘sleep so­lu­tion’ po­si­tion­ing of the brand with a great co­or­di­nated dis­play of fur­ni­ture and sleep wardrobe ap­parel.

The store front de­sign has open-back-win­dows that of­fer a clear view into the store giv­ing an en­tic­ing gist of what it has to of­fer

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