Hästens Expands its Retail Footprint in India

The Swedish luxury bed brand is keen to explore Mumbai and Pune, after opening its second store in Delhi.

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HASTENS SANGER AB, Swedish luxury bed brand since 1852, inaugurated Hästens Sleep Store at M.G. Road, Delhi recently. The aesthetically designed outlet is spread across 2000 sq ft and is designed as an experience zone where visitors can test Hästens Beds along with pillows, duvets and accessories in a plush environment.

According to Ludovic Letrillart, Regional Director (IMEA), Hastens Sanger AB, the company understands the importance of having a retail presence in key metros of the country and is in the process of fixing it.

Hastens has entered the Indian market in 2012, and is still to have a presence in key metros of the country. “We are looking to have our solutions in Mumbai by this year-end. While South and North is well taken care of, we want to have an active presence in Mumbai, Pune, Surat, etc. In the short-term we have to have at least five to six stores in India,” said Letrillart.

Talking about a specific characteristic of India market, he mentioned that unlike European market, architects and interior designers are critical in markets like India, Middle East, etc., and it is important that the company gets its messaging right among them to further promote the products to the end customers. He said that the awareness about the value of good sleep is still low in India and therefore the challenge is in choosing the right vehicle for messaging in sync with the retail footprint of  Hastens in the market.  

Also present at the launch, Asim Afsar, Manager (India) Hastens, said, “India is a sleep-deprived nation. The present urban young generation, especially the mid-age is facing a lot of sleep-related health issues. Sleep makes one-third of our life and it reflects on the balance of the two third. It’s high time we invest in sleep to better performance when we are awake”.

In the hospitality sector, Hastens caters to luxury homes, hotels and resorts in India and plans to expand its reach to more brands by next year.

Since 1852, Hästens has handcrafted the finest beds from its atelier in Köping, Sweden. Every Hästens bed is handmade using only premium sustainable natural materials and techniques handed down through six generations. Hästens is available in 36 countries, and with more than 200 partners in Europe, Asia and the Americas, this once-modest family business has grown to become a global manufacturer, retailer and Royal Purveyor of premium beds.


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