Join the Swedish royal family in bed, for just R500000

The beds will be available in a range of 20 checked colours from tomorrow as the first Hästens store opens in Fourways.

However, for the privilege of joining a clientele that boasts Nicole Kidman and the Swedish royal family, shoppers will pay up to R500000.

The “world's most exclusive bed”, the Vividus, was unpacked yesterday. Although co-owner Erling Laberg said no orders had been received yet, the company was keen to see who would become the first South African to own one.

Laberg said six stores would be opened in SA under a distribution agreement with Hästens in Sweden, which manufactures but does not sell the luxury beds.

The Fourways store had its grand opening last night, and is fully stocked.

A single bed at the bottom end of the range sells for R20000. Each bed is custom made in Sweden out of natural material, and will arrive in SA eight weeks after ordering.

Laberg said if there was a market for Porches in SA, there was a market for top-notch beds.

Hästens, which has been around for more than 150 years, has a presence in 33 countries through 400 stores and additional in-store outlets.

The company is expanding through organic growth as well as developing new markets.

In 1994, exports accounted for 4% of sales, a figure that has risen to more than 70%.

The company aims to grow through innovation, expanding beyond beds into the bedroom as it seeks to double turnover in the next two years.

Laberg said the world's biggest Hästens store — at 800m² — would be opening in April in Cape Town, while others would open in Umhlanga and Sandton.

The company would be targeting the top echelon of spenders, as well as the emerging middle class, and was aiming to sell the beds to hotel groups. Laberg hoped hotels would see a Hästens chequered bed as a value-add marketing opportunity.

Stephen Meintjies, an analyst at Imara SP Reid, said the luxury goods sector seemed to be generally less affected by rising interest rates.

He said there was a luxury goods market in SA, which was supported by visiting wealthy diplomats and local wealthy people. On the continent, it made sense to position such an outlet in SA, as it was a sub-Saharan shopping destination.

Laberg said the value of the beds lay in having a good night's sleep, which was a lifestyle choice. He said the beds were made out of natural products, and the horsehair content acted as a humidifier.

The Vividus is a “bottomless” bed that sleepers sink into, and is made out of the “most exclusive” material. Laberg said the bed did not create any static, or moisture.

Source: BusinessDay

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