The value of deep sleep - A better morning and a better life

Anyone who’s been bed ridden from a cold or forced to stay away from sports because of a strained back will know that you cannot put a price on health. We don’t think about the pleasures we get from having the freedom to engage in activities we love or spending time with those important to us. All of these things will become impossible if our health fails us. Often we realise this when it is too late and are met with the harsh reality that even the greatest wealth in this world will not bring our health back.

So what is the price of health? Maybe it’s spending big dollars on health foods or putting a personal trainer on payroll. But few of us take the time to consider the quality of the place we one third of our lives - our beds.

Scientific studies has proven that deep sleep for six to eight hours each night will significantly improve not only your health, but help you tackle each day with a refreshed jolt of energy. And as Andrew Wong, executive director of luxury bedding brand Hästens Hong Kong explains, many people may not even realise they are not getting the full benefits of their nightly sleep.

“When we achieve success at work, we often reward ourselves with an expensive car or a nice meal. But these are not things that will ultimately give us a good quality of life,” he explains.

And with the prices of luxury real estate hitting new heights, people are looking for equally luxurious accessories to go into their homes. But Hästens’ high-end beds are all about quality and comfort, and those who are investing in one of its wool and horsehair beds are getting more than just a name brand. “Each of our beds is hand made in Sweden out of all-natural materials. The wool offers insulation while the horsehair ensures proper ventilation and prevents excessive sweating.”

Previously a name that is exclusively familiar in Europe, Hästens is bringing its quality bedroom essentials and its passion for quality rest to Asia in recent years. With a new showroom in Causeway Bay, the brand is capturing the attention of the healthy savvy bunch.

“We are educating our customers about the importance of deep sleep. After they have an understanding about how our beds will help them sleep better, they will also understand that they are expensive for a reason,” says Wong.

Wong and his team understands that their brand provides an extremely niche product and he couldn’t be happier about the small but targeted audience they are attracting. “We are comfortable to be a niche product because at our price range and quality, we have very few competitors. And even among other luxury brands, we are strongly confident that our products are of the highest quality.”

And just exactly how do you convince someone to spend tens of thousands of dollars on a bed. “A lot of our customers come to us through recommendations from friends and family. And when they are here, we invite them to try our beds. We have a room in our showroom reserved exclusively for our clients to rest and try a Hästens bed for themselves.”

With support from the brand’s Swedish headquarters, Wong and his team helps to build Hong Kong as the Asian hub for Hästens beds. Following the new showroom in Causeway, the brand is looking to set to more locations around the city. Along with that, the growth for the brand is especially impressive in Mainland China. “We have new shops opening every month. In the past year alone, we’ve opened 10 showrooms in China. The demand for luxury goods in China is high and we fill a gap in the market for high-end bedding in the country.”

A huge part of Wong’s job, besides helping customers find the right bed, is education. Hästens hope to share with shoppers the scientific research evidence on the importance of sleep and finding on the benefits of a great bed. “When you are comfortable in your sleep, you don’t move around at all. And when you are completely still, it is when you can really fall into a deep, rejuvenating sleep.”

FAST FACTS

• Hästens ("Hast" is Swedish for horse) history is the backbone of the company. The brand was founded in 1852, is Sweden's oldest manufacturer of beds and began by primarily making saddles.

• The saddle makers of Hästens initially manufactured beds only on demand, which then increased at a rate that making beds over time became the main business for the company.

• In the late 1980's, Jan Ryde, the present owner took over the reins at Hästens and thus became the fifth generation to run the privately owned family company.

• Hästens bed as the Purveyor to the Royal Court of Sweden, has a 25 years guaranteed against spring and frame breakage.

• Today, Hästens has 234 stores all over the world, and Asia is one of the fast growing places for introducing good health from Hästens bed's quality deep sleep.