Ultra-luxury mattress brand courts India's wealthy with ₹7 crore offering

Hästens, a Swedish luxury mattress maker with a reputation for premium bedding, has expanded its ultra-high-end offerings to India with the Grand Vividus model—a product positioned at the pinnacle of the global mattress market. Priced at approximately ₹7 crore per unit, the bed represents an investment in sleep that places it firmly in the luxury goods category alongside high-end automobiles and fine art.

The mattress is constructed through a labour-intensive process spanning hundreds of hours, utilizing natural materials selected for their durability and comfort properties. Each Grand Vividus incorporates horsehair, cotton, and wool in its composition, avoiding synthetic materials. The brand emphasizes that each mattress is individually crafted rather than mass-produced, contributing significantly to both its exclusivity and cost.

The brand has cultivated a clientele among international celebrities and high-net-worth individuals, with figures including Drake and Beyoncé cited as endorsers. This celebrity association has bolstered Hästens' positioning as a status symbol within luxury consumer circles globally.

In India, Hästens is offering personalized fitting services alongside its premium mattress range, allowing affluent customers to customize their purchases according to individual preferences. The expansion into the Indian market reflects growing demand for luxury goods among the country's wealthiest segments, particularly in metropolitan centres.