The new stores will play an important role in growing Hastens Beds' presence and brand image in the U.S. They will showcase the complete line of Hastens handcrafted beds including the Scandinavian style frame beds, classic continental beds, children's and crib mattresses and the world's most bespoke bed, the Vividus. Additionally, the Hastens stores will also sell an assortment of accessories, including Hastens specialty down pillows and duvets, luxurious linens, headboards, and their signature blue and white check travel pillows and other accessories.
The New York flagship store located at 876 Broadway (between 18th and 19th streets) is modeled from a new corporate vision incorporating signature Scandinavian elements and was designed by Hastens' own design team. It is one of only two corporately owned stores here in the U.S. and provides Hastens with another venue to reach an entirely new audience -- one that does not yet know the benefits of obtaining a good night's sleep.
The San Jose store will be located at the prestigious shopping and dining destination, Santana Row, and fills a void in the Northern California region. "We believe Northern California is a region popular with people that truly embrace the concept of an all-natural lifestyle so it makes perfect sense for us to continue to expand our brand in this market," said Janet Stein, U.S. Country Manager. The San Jose store is the company's 10th retail outlet in the U.S. and will be owned and operated by industry veteran Barrie Brown and his wife Bonnie.
Coinciding with the introduction of the new stores is the launch of Hastens new advertising campaign "We Sleep, Do You?" The campaign rolling out globally this month is both a statement and a call to action -- designed to create intrigue and reflection. "Our goal is to 'own' the idea of 'sleep' and it is our mission to educate and change the way people think about sleep so that we can help them obtain the best sleep of their lives," states Stein. The campaign features real people who sleep on a Hastens Bed and will run in various print and online vehicles as well as in-store collateral and branding pieces. This is the company's first branding statement dedicated entirely to bringing awareness about the importance of sleep and the benefits received when sleeping well.
"The feeling that you have when you finally get a good night's sleep is the passion that drives us. It is why we continue to handcraft luxury beds made of the finest natural materials," said Jan Ryde, Hastens 5th Generation Owner.
Founded in 1852, Hastens is Sweden's oldest manufacturer of beds. The name Hastens refers to the company's origins as a saddle and carriage furniture manufacturer ("Hast" is Swedish for Horse). Craftsmanship and quality are two keywords at Hastens where beds are still made by hand using only natural filling material. Since 1952 Hastens has had the honor of being the supplier of beds to the Royal Family of Sweden. Hastens is currently available in 36 markets worldwide and continues to expand into new markets. Please visit us at www.hastens.com.