In the world of luxury goods, few products capture the imagination quite like Hästens’ mattresses. With a flagship product selling for an eye-watering $750,000, Hästens has carved out a niche at the pinnacle of the luxury market, attracting the attention of celebrities like Drake and featuring in top hotels around the world. At the helm of this remarkable journey is Jan Ryde, the CEO who has guided Hästens, a 172-year-old, fifth-generation family business, from its origins in crafting horse saddles to becoming the world’s most desired bed maker. Ryde’s story, which he shares in his book “When Business Is Love”, offers a compelling narrative that blends passion, tradition, and a unique business philosophy.

The Hästens Journey: From Saddles to Mattresses

The story of Hästens is as much about evolution as it is about excellence. Founded in 1852, Hästens originally made a name for itself by crafting high-quality horse saddles. Over the years, as demand for horse saddles waned, the company shifted its focus to manufacturing beds and mattresses, still incorporating the horsehair that had been central to their earlier products. This transition marked the beginning of Hästens’ journey toward becoming a symbol of luxury and comfort.

What sets Hästens apart from other luxury brands is its commitment to maintaining the highest standards of craftsmanship while continuously innovating. Each Hästens mattress is handmade in Sweden using natural materials like horsehair, cotton, wool, and flax, ensuring not just unparalleled comfort but also durability and environmental sustainability. This meticulous attention to detail and the use of natural materials have become the hallmark of Hästens products, appealing to a discerning clientele that values quality above all else.

Jan Ryde’s Leadership and Vision

Jan Ryde, who took over the company in the 1980s, has been instrumental in transforming Hästens into the global luxury brand it is today. Ryde’s leadership style, which he elaborates on in “When Business Is Love”, is rooted in a deep passion for the craft and a genuine love for the people who work at Hästens. Unlike the often cutthroat nature of corporate leadership, Ryde’s approach is centered on compassion, respect, and a commitment to creating a positive work environment.

This philosophy is evident in the way Hästens operates. Ryde believes that a company’s success is directly tied to the well-being of its employees. By fostering a culture of compassion and mutual respect, Ryde has created an environment where employees are not just motivated to produce high-quality products but are also invested in the company’s success. This culture of care and excellence permeates every aspect of Hästens, from the crafting of each mattress to the way the company interacts with its customers.

The $750,000 Mattress: A Symbol of Luxury and Innovation

Perhaps the most striking example of Hästens’ commitment to luxury and innovation is its top-of-the-line bed, which sells for $750,000. This bed, which has captured the attention of celebrities and high-net-worth individuals around the world, is more than just a place to sleep; it is a statement of ultimate comfort and exclusivity.

The bed, known as the “Grand Vividus,” is a collaboration between Hästens and the renowned designer Ferris Rafauli. It takes over 600 hours to craft each bed, with a team of skilled artisans working meticulously to ensure every detail meets the highest standards. The Grand Vividus is made from the finest natural materials, including horsehair, cotton, and wool, which are carefully selected and arranged to provide unparalleled comfort and support.

The high price tag of the Grand Vividus is not just a reflection of the materials and craftsmanship that go into making it; it also represents the brand’s ethos of creating products that are truly one-of-a-kind. For those who can afford it, the Grand Vividus is not just a bed—it is an investment in a lifestyle of luxury and well-being.

Business Philosophy: When Business Is Love

In “When Business Is Love”, Jan Ryde offers readers a glimpse into the philosophy that has guided Hästens through its remarkable journey. Unlike many business leaders who focus on maximizing profits or expanding market share, Ryde’s approach is deeply personal and human-centered. He believes that love—both for the craft and for the people involved in the business—is the key to long-term success.

This philosophy is reflected in the way Ryde has steered Hästens through various challenges and opportunities. Rather than chasing short-term gains or sacrificing quality for the sake of cost-cutting, Ryde has remained steadfast in his commitment to excellence and integrity. He has also emphasized the importance of building strong relationships with employees, customers, and partners, believing that these connections are the foundation of a successful business.

Ryde’s book is not a typical business manual filled with strategies and tactics. Instead, it is a narrative that intertwines the history of Hästens with his personal journey as a leader. It offers insights into the values that have shaped Hästens into the brand it is today and serves as a reminder that, at its core, business is about people, relationships, and a shared passion for creating something of value.

Challenges and Successes: The Hästens Story in Perspective

Hästens’ journey to becoming a global luxury brand has not been without its challenges. The company’s decision to focus on producing high-end, handmade mattresses using natural materials meant that it had to operate in a niche market, catering to a select group of customers who were willing to pay a premium for quality. This strategy required a deep understanding of the luxury market and a commitment to maintaining the brand’s exclusivity.

One of the key challenges Hästens has faced is balancing tradition with innovation. While the company is deeply rooted in its heritage of craftsmanship, it has also had to adapt to changing consumer preferences and technological advancements. Under Ryde’s leadership, Hästens has embraced innovation while staying true to its core values. This has included investing in research and development to improve the comfort and durability of its mattresses, as well as exploring new ways to market its products to a global audience.

Another challenge has been maintaining the brand’s exclusivity in an increasingly competitive luxury market. As more brands enter the high-end market, Hästens has had to differentiate itself by emphasizing its unique history, the quality of its materials, and the artistry of its craftsmanship. Ryde’s focus on creating an emotional connection with customers has been key to this differentiation, as it allows Hästens to position itself as more than just a mattress maker, but as a creator of experiences that enhance well-being and quality of life.

Lessons from Hästens

The story of Hästens and its rise to prominence in the luxury market offers several valuable lessons for business leaders and entrepreneurs. At the heart of this story is Jan Ryde’s belief that love—love for the craft, love for the people involved in the business, and love for the customers—is the driving force behind long-term success. This philosophy, which emphasizes compassion, integrity, and a commitment to excellence, is a powerful reminder that business is not just about profits, but about creating value in a way that is sustainable and meaningful.

Hästens’ journey also highlights the importance of balancing tradition with innovation. By staying true to its heritage while embracing new ideas and technologies, Hästens has been able to maintain its position as a leader in the luxury market. This balance is crucial for any business that wants to remain relevant in a rapidly changing world.

Finally, Hästens’ focus on quality and exclusivity serves as a reminder that in the luxury market, less is often more. By prioritizing craftsmanship and creating products that are truly exceptional, Hästens has been able to command premium prices and build a loyal customer base.

In a world where many businesses are driven by short-term gains and a focus on scale, Hästens stands out as a company that has succeeded by staying true to its values. Jan Ryde’s leadership and the company’s commitment to excellence are a testament to the power of love in business—a lesson that is as relevant today as it was 172 years ago.

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