Horsehair beds ‘Sweden’s export of the year’

Swedish bedmaker Hästens has been named Swedish exporter of the year at a ceremony in Stockholm on Monday.

Hästens, which makes beds using natural materials including horsehair, cotton, flax, and wool, makes 71 percent of its sales outside of Sweden. It was awarded the prize by King Carl Gustaf after the jury appointed by the Swedish Trade Council ruled that its international sales figures made it an example of Swedish export success.

The company has seen its turnover increase from 76 million kronor five years ago to 395 million kronor today. Hästens is present in 22 countries worldwide, with the Netherlands, the United States and Finland the most important markets.

The bed maker’s distributor in Beijing will soon be joined by two stores in Hong Kong and one in Shanghai. A flagship store recently opened in New York.

Awarding Hästens the Swedish Export Prize, the jury said the company had revolutionized a traditional industry with a pro-active branding strategy while maintaining a tradition of craftsmanship.

“We’re still fairly new in most countries are are going to grow on all markets. The American market is most exciting of all,” said Hästen’s CEO Jan Ryde.

TT/The Local