Jan Ryde: A Man's Dream to Improve the World
I had the amazing opportunity to visit the Hästens factory in Köping, Sweden and interview Mr. Jan Ryde. Original text published in the Pure Luxe magazine in The Netherlands to be found at : https://www.pureluxe.nl/magazine/
'I am on a mission to make people sleep better'
The most luxurious night's sleep you will ever have comes with a six-figure price tag. Quite luxurious indeed! However, Jan Ryde has an alternative take on his definition of luxury: He describes it as a service for the consumer by delivering value and putting sustainability above everything else. He claims that "regardless of the price range, a conscious consumer wants the best product and ultimately wants to make this world a better place."
As executive chairman and owner, Jan Ryde is the fifth generation to run the Hästens family business. It was founded in 1852 by his great-great-grandfather, a master saddler, who also made mattresses at the time. Horsehair was a crucial material for filling the cushions used in carriages. This work was very exceptional and required a certificate issued by the king himself. Since 1952, Hästens is the official bedding supplier of the Swedish Royal family.
Made With Love
During our visit to the Hästens factory, a calm and meditative stillness are evident and love goes into each and every stitch. The made to order beds are handmade using traditional craftsmanship and only the highest quality natural materials, sustainably produced and ethically sourced. The secret lies in their century-long innovation and development; made with layers of horsehair, canvas, cotton, wool, flax and a sophisticated pocket-spring system. Ryde explains “The horsehair allows for proper ventilation and humidity-temperature balance in the body, creating the ideal sleeping conditions and giving optimal body support.”
Pure Luxe spoke with Jan Ryde about his deepest dreams.
Why do you get out of bed every morning?
"I’m on a mission to save people from bad sleep. I want them to be happier and healthier, both physically and mentally, help people get rid of anxiety, strengthen their relationships and live a life full of joy. All of this can be achieved by sleeping better. It is scientifically proven that when you come to rest, your hormone levels balance, you heal and recover. This is exactly what happens when you sleep on a Hästens bed, you sleep much, much better. Even an entry level bed is better than anything else."
What keeps you up at night?
"The last thing I look at before I go to sleep are my vision boards. I was inspired by Napoleon Hill, one of the most famous authors in the field of personal development. I also think about the personal stories of our customers. I cannot mention names because I would be exposing real customers, but a lot of very famous people sleep on our beds: like artists and top athletes. They call us telling us how they perform better, because this is what happens when you sleep well. But what makes me most proud is when I meet people who have saved 5 years to buy our entry level bed and they are so happy. This definitely gives me the most satisfaction."
Who do you admire?
"Walt Disney, because he was a visionary. He was a great magitian who brought joy and happiness to the world. I admire his passion for goodness and kindness. As far as I am concerned, the world needs more leaders like him."
What do you do when you are not working?
"It doesn’t matter how busy I am, almost every evening one of my four sons calls and asks if I want to go for a walk in the forest. We talk about life and how you can live a more conscious and fulfilling life. I notice that they have even become wiser than me. My youngest son is now vegan and partly because of him I am now almost completely vegan too. That is particularly difficult because of the many dinners and events which force me to remain flexible with food. "
In the customer journey, what is that WOW moment?
"That's when the customer sleeps in one of our beds. Then it happens! There was once a famous musician who ordered a bed in our Beverly Hills store. He called a week after delivery to say that his bed is now his most valuable asset. I think that's fantastic. There are also people who buy the Vividus just because it is the most expensive model. When they sleep on it and find out that the bed is so terribly good, they even come to the factory and meet the makers. Of course, we love to hear these customer stories."
What has been your generation’s biggest challenge?
"My father’s challenge was to build brand awareness. He did this by creating a recognizable symbol and in 1978 our blue checkered pattern was born. It was and still is a great success! People now recognize Hästens beds because of the pattern, they are our bestsellers. My challenge has been product development and distribution. I want to further develop the concept to a level where we say; 'You notice that you notice that you don’t notice the bed'. The company was small when I took over and we have grown tremendously. We have an amazing product, great people and so much to do."
What are the values that must stay in the company regardless of change?
"When I look back at the original idea behind the concept of 5 generations ago, I know for sure that the founder wanted to give value to the consumer. We care about people. We do this by means of very high standards in terms of quality, innovation and becoming masters when it comes to traditional craftsmanship. These are the values that must remain"
In collaboration with the Swedish design duo Bernadotte & Kylberg, Hästens launched two new bed models in The Netherlands in December 2017 with a groundbreaking design: Appaloosa and Marwari.
In Appaloosa, Bernadotte & Kylberg make a reinterpretation of the classic blue check pattern, inspired by the cubism era. The design interweaves the original colors to create a new pattern, in which four color fields form a graphic abstraction and project a sense of movement. The viewer still recognizes the pattern as a Hästens bed, but with an innovative and modern twist.
A new visual comes to life in Marwari. The designers have gone back to the DNA of the brand and designed a woven textile in a rich brown color that gives the impression of a saddle belt. It is a tribute to the origins of Hästens as master saddlers.
