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“Sleep is the Most Important Investment of Our Time”
Published: May 27, 2025, 00:06
Selling beds for hundreds of thousands of dollars is no easy task in a changing world. For Hästens, the Swedish family business with over 170 years of history, the answer is to invest in the customer experience and digital technology – but always with the personal meeting at the center.
Since its founding in 1852 in Köping, Hästens has come a long way, notes James Aschberger, Chief Strategic Growth Officer at the company. Back then, it was a workshop that made saddles. Today, Hästens is a global brand synonymous with exclusive beds of the highest quality.
But some things remain the same: Hästens is still a 100 percent family-owned company, now in its fifth generation, and the sixth generation is on its way in. All manufacturing also still takes place in Köping.
“We have gone from being a Swedish family business to becoming a global brand. But it is still the craftsmanship and heritage that are at the heart of everything we do. Our strength is the passion for the product and the relationship with our customers,” says James Aschberger.
The Desire for Better Sleep Drives Growth
Despite the uncertain economic situation in large parts of the world, Hästens continues to grow. Today, the company is present in over 45 countries and has over 250 independent distributors globally.
“We are seeing double-digit growth, despite the economic situation.”
He sees the explanation for this, among other things, in the fact that the view of sleep is changing. The pandemic has accelerated the trend where people prioritize health and quality of life over status symbols.
“Our customers are often people who already have everything – several houses, cars, art – but still complain that they don’t sleep well. That’s where we come in. Sleep is becoming the most important investment of our time. Parents who are well-rested are better parents, and you don’t want to deal with a CEO who has only slept 3-4 hours the night before,” he says with a laugh.
To highlight the importance of sleep, Hästens has launched the Sleep to Perform program together with tennis star and entrepreneur Maria Sharapova. In the program, five talents in food, fashion, sports and art receive support to improve their performance through better sleep.
The challenge for Hästens in this situation is to grow without compromising what has made the company successful – the craftsmanship, quality and personal service, notes James Aschberger.
Digital Technology is the Hidden Hero
A goal for the over 170-year-old company is to be at the absolute forefront when it comes to digital capabilities. For nine years, Hästens has had a partnership with Salesforce. The ecosystem of digital services means, among other things, that James Aschberger in his professional role can keep track of data from every single one of Hästens’ stores worldwide.
“We need a partner who can help us scale globally, not just in the Nordic region,” he says.
But above all, technology can make the customer experience smoother. With the help of Salesforce, the company has digitized everything from order management to loyalty programs and customer data. Always with the goal that technology should strengthen – not replace – the human meeting. The goal is to unite the tangible physical experience of test-lying beds in the store with the digital process that takes place in the background.
“We are not anti-technology, on the contrary, but we want technology to be the hidden hero,” says James Aschberger.
Technology Streamlines – But the Personal Meeting is Central
When customers come to a Hästens store, they want time and space to squeeze and feel the materials and test-lie in the beds. At the same time, the technology is there, behind the scenes, as support.
“One example is order management. It used to take half an hour, but now it takes about 90 seconds,” says James Aschberger.
In the stores, apps are used to configure and order beds directly with the customer, without disturbing the conversation. At the same time, AI and data analysis are used to identify patterns and improve both product and service.
“Questions like ‘When was the bed manufactured?’ or ‘When will it be delivered?’ can easily be handled with technology. But when it comes to advice and service, customers should always be met by someone who really knows Hästens,” he says.
Hästens’ customer loyalty is high. Digital services have also facilitated the work here. Many customers register their beds in Hästens’ Owner’s Circle, which is integrated with the other cloud services from Salesforce, giving them access to benefits and a simpler service experience.
“The proportion of customers who buy from us again, for example when they get a new house, is very high. And it is very fun to see because beds are something you keep for decades. Our industry is about ’the human touch’, and digitization gives us the opportunity to build long-term relationships with customers. But technology should always be a support, never the main point,” says James Aschberger.
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