"Not a Waste of 100 Million at All" The Bed Used by IU and Jennie [Luxury World]

Luxury Bed Sales Grow by Double Digits
Hastens Used by the King of Sweden
Premium Horsehair Used "Over 30 Years of Use"

"One-third of our lives is spent sleeping. Isn't it reasonable to invest more in sleep than in a car? A good bed can last a lifetime, so spending 100 million won is not a waste."

As interest in quality sleep grows, more consumers are purchasing high-end beds. This trend reflects a clear pursuit of a healthy life by improving sleep quality. Despite the high price range comparable to purchasing a luxury mid-to-large sedan, sales are rapidly increasing.

Hastens Eala model. It is one of the best-selling models in Korea.
[Photo by Minji Lee]

Surge in People Seeking Quality Sleep... "Luxury Bed Sales Up 45%"

According to Shinsegae Department Store on the 29th, sales growth of luxury bed brands from January to August this year compared to the same period last year reached 45%. This includes the world’s four major luxury bed brands: Hastens, Duxiana, Vispring, and Hypnos.

These bed products are brands made in Sweden (Hastens, Duxiana) and the UK (Vispring, Hypnos). They are often called the "Herm?s" or "Rolls-Royce" of beds. They are characterized by craftsmen meticulously handcrafting beds using natural materials that aid in quality sleep. The materials used in the beds (horsehair, alpaca, wool, cotton, natural latex, wood, etc.) are selected only from the highest quality. Depending on the product chosen, prices reflect the premium materials and high labor costs, ranging from 50 million won to over 100 million won for a King size bed.

Luxury beds are known to have warranty periods of 20 to 25 years and can be used for over 30 years. In contrast, the typical lifespan of a regular bed is about 7 to 10 years.

Top-Grade Horsehair, Premium Wood, Hand Stitching by Artisans... Sweden’s Royal Bed 'Hastens'

The brand considered the world’s top luxury bed is Hastens. Hastens has a 172-year history and is the official bed supplier to the Swedish royal family. Like the luxury fashion brand Herm?s, Hastens originated from a family business that made horse saddles and harnesses before the Industrial Revolution. However, as automobiles became widespread and demand for horse equipment declined, the company transformed into a bed brand.

Cross-sectional view of a Hastens bed, with materials such as horsehair and wool blended on top of the springs.
[Photo by Minji Lee]

In Korea, it gained popularity through word of mouth as beds used by singers IU and Jennie. The Hastens signature design, the "blue check pattern," aligns well with Nordic interior styles, leading to increased consumer inquiries.

The biggest reason Hastens can provide consumers with comfort and a pleasant sleeping environment is horsehair. Horsehair, made from horse mane and tail hair, undergoes high-temperature sterilization and has a curly property that acts like a spring to provide support. It also has excellent air circulation effects, making it a popular choice for luxury bed fillings. Hastens manufactures beds by blending healthy black horsehair with fibers such as wool and alpaca.

The sales price of Hastens’ flagship "2000T" model is in the early 100 million won range. This price includes only the base, middle, and top mattresses; bedding and headboards must be purchased separately. Based on the 2000T, higher-end models include "Vividus," "Grand Vividus," and "Appaloosa," while lower-end models include "Eala" and "Maranga." Higher-end models contain more horsehair than lower-end ones.

For higher-end models, consumers can customize bed size and shape according to their preferences. The Vividus model is crafted by nine master artisans and takes over 45 days to complete one bed. Consequently, prices can reach hundreds of millions of won, such as 800 million or 1.2 billion won.

The Eala model, priced under 100 million won, contains less horsehair than the 2000T and costs about 65 million won. This product is the best-selling model domestically and is located in the "golden zone" at department store showrooms. The slightly lower Maranga model is also popular in Korea, priced at 43 million won, under 50 million won.

The reason Hastens products are expensive is that all products are manufactured at the Swedish factory (Kitchen). The process involves selecting sturdy springs, dense Nordic wood, and top-grade horsehair, followed by hand stitching by artisans before being shipped worldwide. This means it takes about six months or more from order to production completion.

Price increases have also been steep, rising about 10% annually due to increased labor, material, and shipping costs. Because of this, there is a saying that "buying a luxury bed now is the cheapest option." Since the products have been made in the same form from past to present, the longer you wait, the more expensive it becomes.

Meanwhile, the domestic Sleeponomics market is also growing. Sleeponomics is a compound word of Sleep and Economics, referring to money invested in sleep. According to the Korea Sleep Industry Association, the domestic Sleeponomics market size was 3 trillion won in 2021 and is expected to grow to 40 trillion won by 2026. A luxury bed store official at a department store said, "Because of the familiarity with ondol (floor heating) culture, people did not invest much in beds in the past, but perceptions have changed a lot recently. Recently, there have been many inquiries from newlyweds in their 20s and 30s, and even teenagers who study have visited stores with their parents looking for desired products."