A Review of Hästens Mattresses
What kind of company sells a $59,000 mattress? A company that needs buzz.
Hästens isn't saying whether it has sold many, or any, of its top-of-the-line Vividus beds. But sales aren't the point. The point is, they want you to be aghast. They want you to mention it to your friends, the $60K bed. Over drinks (you've maybe just come from getting your hair cut, you saw the ad while flipping through Vanity Fair) your pals will posit which celebrities would buy it, thereby linking Hästens with those personages, the more notorious the better. Fitty, Paris, Pervez Musharraf.
Whatever.
Hästens doesn't even have to make the Vividus; they just have to advertise it — it looks exactly like their other beds. Beyond this mattress, which for some reason style writers have fallen all over themselves to talk about, there's the rest of Hästens' approach, including the blue checked fabric (we get it: you want to be the Burberry of Beds) and the hand-combed horsehair (you, like everyone else in the luxury market, want to capture the attention of the $50-a-bottle-extra-virgin-olive-oil crowd).
It's a dully obvious marketing scheme for such a sophisticated audience.
Now that we've deconstructed the ploy, what about the goods?
At ABC Carpet, in Manhattan, I lay down on the "Naturally" (around $4,000 for a queen). The top pad of the mattress
flopped around like a piece of french toast. I found that the soft, medium, and firm pretty much all felt the same. Same for the "Superia" ($8,000) and the "Excelsior" ($12K). There in the middle of the room, on a dais, was the Vividus. Was it comfortable? Yes, but not memorably. Not specially. And I couldn't help feeling like I was in bed with a Blackwater executive who might have bought it.
The bottom line: these beds, with their "beautifully woven Hästens emblems," are Fluff.









