Once upon a time, there was a mattress that cost a staggering $70,000. Yes, you read that right. It’s a number that can catch you off guard if you’re not prepared for it. This mattress, made by Hästens in Sweden, holds the title for the most expensive mattresses in the world. They refer to their creations as “sleep instruments,” and their prices range from $25,000 to a jaw-dropping $660,000 for a king size bed with a base, mattress, and topper.
Now, I mention the $70,000 price tag because it represents the cost of Hästens’ most popular model sold in over 250 partner stores. To make things even more astounding, Hästens has raised the prices of their beds three times since the beginning of 2022. It seems that the demand for super high-end mattresses is skyrocketing as people become increasingly obsessed with luxury and sleep in the wellness industry.
However, let’s be honest, $70,000 is an exorbitant amount of money to spend on a mattress. In comparison, the Four Seasons hotel’s mattress line starts at around $4,500 for a king size bed, which suddenly seems like a budget-friendly option. I find myself standing in the Hästens shop in Stockholm, sprawled across a blue-checkered pillowtop, looking up at the ceiling and wondering, “Who would actually buy these beds?”
The salesman responds, “Some people save their whole lives to buy a bed, while others purchase 20 beds in one go. It’s not uncommon; it ultimately depends on the size of their house.” It’s like comparing a $5 bottle of wine to a $25 bottle. The difference is noticeable. But once you cross the $50 threshold, many people can’t distinguish between the two.
Shopping for a new mattress can be a miserable experience. There are countless options to choose from, and the consequences of making the wrong choice are high. Online searches yield an onslaught of advertisements and dubious rankings. Commission-driven salespeople and aggressive discounts make it nearly impossible to determine the true value of a mattress.
In 2014, Casper revolutionized the mattress market with its bed-in-a-box concept, claiming that you could purchase a good and affordable bed online without ever stepping foot in a store. Within five years, online mattress sales skyrocketed from 5% to 25%. As the wellness trend continued to sweep the globe, the obsession with sleep grew stronger. “Sleep hygiene” practices like using blue light filters and sleep tracking apps became essential tools in the quest for a good night’s rest.
This growing desire to optimize sleep has led many people to upgrade to higher-quality beds in hopes of achieving better sleep. According to industry analyst Peter Keith, during the pandemic, the $60 billion mattress sector experienced a surge in sales as customers saved and invested in better beds. Although the market has cooled down since then, luxury mattress sales continue to outperform the rest of the industry.
Selling high-end mattresses relies heavily on innovation and convincing customers that there’s something extraordinary and worth the hefty price tag. Savoir, a bedmaker charging between £17,000 and £412,000, boasts toppers made from the hand-combed hair of semi-wild yaks in the mountains of Mongolia. Coco-Mat, which sells beds starting at roughly $15,000, fills their beds with coconut fiber and seaweed, citing possible health benefits associated with avoiding metal springs and electromagnetic fields.
However, the worth of these upgrades is up for debate. As Keith suggests, it’s like comparing a $5 bottle of wine to a $25 bottle; most people can’t tell the difference beyond $50.
Hästens used to be a well-kept secret among the rich, but once you know what to look for, you’ll start seeing the brand everywhere. Most of their beds are covered in a signature blue and white gingham fabric. Customers often leave the pattern exposed, covering only the $6,000 topper with a fitted sheet. In cities like New York, Hästens’ little gingham cars zip around, housing “sleep doctors” who annually massage and flip the city’s Hästens beds for 25 years.
Hästens mattresses come with a hefty price tag because they are meticulously handcrafted in Sweden. The key ingredient that sets them apart is horse hair. Hästens, derived from “the horse’s” in Swedish, was originally a saddlery. Horse hair is both springy and hollow, allowing for proper air circulation and temperature regulation.
The world’s top-selling Hästens dealer is Linus Adolfsson, a Swedish man known for his Issey Miyake uniform. Adolfsson, alongside his business partner Jacob Koo, owns several Hästens stores in New York and Los Angeles. In his downtown New York store, or “Sleep Spa,” Adolfsson shares that he has helped around 10,000 individuals find their perfect “sleep instrument.” Trying out a Hästens bed is like a guided meditation that takes around an hour. In the dimly lit, lavender-scented showroom, customers slip off their shoes and put on down duvet booties worth $235 before settling into bed.
Adolfsson personally guides customers through the sensations they should feel on each mattress. The experience is surprisingly intimate, opening up to a stranger while tucked under a duvet. Customers become attuned to how the mattress opens up their chest, supports their hips, and gently elevates their legs with the horsehair topper.
By the end of the visit, customers often feel dazed and convinced that they need to invest in a Hästens mattress. The cost becomes more bearable when you consider the lifespan of these beds. Hästens claims to be aware of beds that are over 100 years old. However, it’s essential to keep in mind that the $6,000 topper should be replaced every three to five years.
Price is a topic that lingers in the massive, dimly lit showroom in SoHo. Adolfsson delves into the subject, stating, “The word ‘expensive’ is intriguing because it speaks to the value. For someone living in a different part of the world, a $5 coffee may be incredibly expensive, while for others, it represents good value.”
Founded in 1852, Hästens has remained a family-run business for five generations. Based in Köping, Sweden, the company has seen incredible growth under the leadership of CEO Jan Ryde, who took over from his parents at the age of 25 in 1988. Ryde, with his mesmerizing soft voice, childlike smile, and flowing white hair, describes his corporate philosophy as love. In fact, he recently wrote a book on the subject. To Ryde, the beds are a physical manifestation of what he believes in.
Hästens’ sales revenue has doubled in the past five years, surpassing SKr 1 billion ($100 million). However, Ryde faced skepticism from people with limited beliefs who thought the beds were too expensive. He proved them wrong by expanding sales into international markets, like Australia, and discussing plans to increase production in the factory.
At the entrance of the gleaming Hästens factory, a wall is adorned with headshots of celebrities and executives who own Hästens beds. Ryde points out that those who prioritize sleep tend to appear younger and perform better. He confidently states, “When you sleep well… you stop aging.” I jokingly suggest that perhaps Hästens’ customers can afford Botox.
Ryde’s leadership approach hasn’t come without controversy. In a federal lawsuit from 2021, a former employee accused him of “mind control” and hiring staff based on their “vibrations and frequencies.” Despite these accusations, Ryde remains confident in his vision, believing that his customers are the best marketing for his brand.
And so, the story of the $70,000 mattress from Hästens continues to perplex and intrigue. From the handcrafted beds made with horse hair to the guided meditation-like experience in the showroom, Hästens presents an uncanny allure. Whether it’s truly worth the astronomical price tag remains a matter of personal perception and preference. After all, as Adolfsson aptly states, “For someone living in a different part of the world, a $5 coffee is very expensive, while for some, it’s good value.”
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