Köping, Sweden, Apr 30: Hästens is reshaping the global conversation around sleep, positioning the bed not merely as a comfort product but as a “sleep instrument” essential for restoration, performance, and wellbeing.
With a legacy spanning over 170 years, the Swedish family-owned company is emphasizing a fundamental shift: while a bed holds the body, a sleep instrument restores it. This philosophy is brought into sharper focus through its continued collaboration with renowned designer Ferris Rafauli and the introduction of its refined offerings—the new Grand Vividus and drēmər®.
Jan Ryde, CEO and fifth-generation representative of Hästens, said the company’s approach has always been rooted in one outcome—how people wake—adding that the latest refinements elevate this pursuit to an even higher standard.
From Comfort to Restoration
Hästens highlights that sleep has become central to modern conversations around longevity, recovery, and daily performance. However, the company believes the language surrounding sleep products remains limited, often focused only on comfort.
By contrast, Hästens positions its products as instruments of restoration—designed to influence not only sleep quality but also how individuals think, feel, and perform the next day. This approach is rooted in the company’s craftsmanship, using natural materials and layered construction refined over generations.
Product Innovation: Grand Vividus and drēmər®
At the heart of the campaign are the updated versions of the Grand Vividus and drēmər®.
The Grand Vividus represents the pinnacle of Hästens’ craftsmanship—a handmade sleep instrument produced in Sweden using natural materials such as horsehair, wool, cotton, and flax, with extensive hours dedicated to each piece.
The drēmər® complements this as a more accessible yet refined offering, integrating support, sleep climate, and recovery into a cohesive experience aimed at improving everyday sleep quality and consistency.
Together, the two products reflect a unified philosophy—one serving as the ultimate benchmark and the other as a practical, daily solution.
Design Philosophy
For Ferris Rafauli, the collaboration redefines the role of the bedroom, placing the bed at its center. Rather than being a decorative element, the bed becomes the foundation around which the entire space is designed—reflecting the importance of restoration in daily life.
Performance and Real-Life Endorsement
The campaign also features Wayne Gretzky and Janet Gretzky, reinforcing the link between quality sleep and sustained performance. Their perspective highlights sleep as a critical component of preparation, discipline, and long-term success.
A Timely Shift in Perspective
As global attention increasingly turns toward wellbeing and intentional living, Hästens is advocating for a reclassification of the bed—from a passive object to a critical tool for recovery and performance.
By redefining sleep through the lens of restoration, Hästens aims to position the bedroom as the most essential space in the home—one that directly shapes how people live, perform, and experience each day.
