Hästens introduces the next chapter dedicated to drēmərs as the brand celebrates its second anniversary in Dubai
The mission of Hästens is to make the world happier, more peaceful, and loving by delivering extraordinary sleep experiences. Since 1852, the Swedish family-run business has served its customers driven by a passion for continuous improvement and the pursuit of excellence.
Today, the brand marks its second anniversary in the region at its flagship store in Dubai in partnership with The Mattress Store Group, with a new look and the introduction to the next chapter of the Hästens story dedicated to drēmərs. Pronounced as “dreamers,” drēmərs are inspiring individuals who do more than just dream and go on living ordinary lives. drēmərs are awake to their inner greatness and make their dreams—small and large—a reality. Designed by world-renowned interior designer Ferris Rafauli, the drēmər bed embodies six generations of dreams, achievements, excellence, mission, and mastery and is now available for the very first time in the region at Hästens in the UAE.
Hästens continues its collaboration with Ferris Rafauli, whose signature elegance is expertly crafted into every element of the drēmər bed and impeccably crafted drēmər headboard. Meticulously hand built by Hästens master craftsmen in Köping, Sweden, the drēmər bed is beautifully upholstered with the unique woven fabric designed by Ferris Rafauli and based on the brand’s iconic horse insignia. It is the same fabric featured on the Grand Vividus, one of the world’s most exclusive and masterfully crafted beds, and there are four colors to choose from, Traditional Blue, Black Shadow, Natural Shale and Phantom Charcoal. Each check of the pattern is seamlessly aligned, a process that demands the utmost precision from the master craftsmen. At the foot of the bed is the uplifting phrase “drēmər, The Day Is Yours,” while the silver-plated brass nameplate on the bed base is etched with “drēmər” and the logos of Hästens and Ferris Rafauli. The drēmər headboard is a work of art and makes a statement in any bedroom. The velvet panels and side wings come in the same colors as the drēmər bed, are generously padded for exceptional comfort and finished with piping detailing that emphasizes the headboard’s alluring shape. The on lacquered wood legs designed exclusively for the drēmər bed and available in black and blue hues.
Ludovic Létrillart, Regional Director IMEA, comments “We have been thrilled to see the response the brand has received since our launch in the region and are looking forward to sharing this new chapter with our customers in the UAE and beyond. Following the success of the Grand Vividus in Dubai, one of the world’s most exclusive and masterfully crafted beds, we are delighted to announce the arrival of the drēmər, to continue to help the world sleep better and inspire dreamers to their inner greatness. We look forward to welcoming our customers in the region and showcasing what it really takes to embark on a good night sleep.”
Mubashir Iftikhar, CEO and founder, The Mattress Store Group, comments “At The Mattress Store, we believe that enhancing quality of sleep is the easiest and most effective way to improve quality of life “
Hästens believes in the transformative power of extraordinary sleep and how it can help people create the life they dream of upon waking. That is why the company uses the finest wool, cotton, flax, premium Swedish pine, and horsetail hair with absolute precision to provide a sense of weightlessness and extraordinary sleep all at once. The drēmər bed and headboard exude uncompromising quality and design. They are an exceptional homage to Pehr Adolf Janson, the drēmər who founded Hästens and the six generations of drēmərs who have since played their part in shaping Hästens into the world-leading brand it is today.
The Hästens store on Sheikh Zayed Road is the flagship boutique in the region. Following the success of the brand in the UAE, a second store opened this year at Yas Mall in Abu Dhabi. Visitors can immerse themselves into the world of Hästens and test the brand’s ultimate bed collections, linens, duvets, and pillows. Under the guidance of the brand’s Sleep Coaches, customers are invited to perform a Blind Test to identify their unique needs.
