Sleeping like Beyoncé: Who's willing to pay a NIS 1 million for a mattress?

From Beyoncé and George Clooney to Courteney Cox, Tom Cruise, Tom Hanks, Ronaldo, Arnold Schwarzenegger, Dr. Dre, Jay-Z, and Oprah Winfrey, many A-listers choose to sleep on a Hästens bed. This isn't a marketing gimmick but a reality shared by over 100 top-tier celebrities, including Oscar and Grammy winners, who all swear by the same mattress – priced at up to a NIS 1 million. Hästens prefers not to publicize these celebrity endorsements, allowing the product’s quality to speak for itself. But we’re here to fill you in.

Hästens has long held the prestigious position of official bed supplier to the Swedish royal family, spanning three generations. Nearly a century after its founding, Hästens was appointed to furnish beds for the royal household during the reign of King Gustav Adolf II. The honor of “Royal Warrant” is re-evaluated with each new monarch, maintaining Hästens' reputation for the highest levels of Swedish quality and Scandinavian design.

A unique feature of Hästens' mattresses is the use of horsehair. This element is a key factor behind the mattress’s famously comfortable springiness. "Our mattresses contain millions of spiral horsehair strands, hand-tied and sewn into tufts," Hästens explains. "It's the same technique our craftsmen used when we first started."

Sweden, it turns out, is much more than IKEA, Eurovision, and ABBA. Nature is omnipresent, and Swedes feel a strong bond with it. Hästens embraces this, sourcing only what it considers the highest-quality, sustainable natural materials. Using ethically sourced, eco-friendly materials, Hästens aims for its beds to endure and potentially be repurposed in the future.

The combination of horsehair with carefully selected sustainable materials like flax, cotton, wool, and unique springs creates a floating sensation – like sleeping on a cloud.

Even Hästens’ iconic blue-check pattern has a purpose beyond aesthetics. Although it may seem like a cozy, visually appealing design, this pattern is far more than just fabric or print. It serves as a standard, a form of communication, and a key tool in ensuring quality.

One final distinctive aspect of Hästens' beds is the craftsmanship: each bed is handmade by skilled artisans who have honed their techniques over generations.

While celebrities around the world sleep on Hästens, what about in Israel? Surprisingly, dozens of locals buy these luxury mattresses each year. And we're not talking about pop stars but mainly high-tech entrepreneurs and executives who have cashed out of startups. With Israel’s high ratio of millionaires relative to its population, the Swedish brand sees it as a prime market. In Israel, Hästens mattresses are available at Drom, the largest bedding chain in the country, with prices starting from NIS 35,000.

For the full collection in Israel.