Mr Alex Tang, Chief Executive Officer

While seeking a cure for many people’s bad backs and a good night's sleep in this bustling city, Alex Tang, chief executive officer of Hästens Hong Kong, discovered the craftsmanship, comfort and health benefits of Hästens from Sweden, which he bought over to Hong Kong in 2006 through a franchise on his own.

Hästens was originally a saddlery and has been run by the same family since the mid 19th century. Saddlers also made mattresses back in those days for the royal family, and then the first Hästens mattress was made in 1852, when the current owner Jan Ryde’s great-great-grandfather laid the foundations for the family business.

When it comes to setting a business motto, Tang stresses the company’s long-established practice. “We only use the finest natural materials like cotton, horsehair, flax and wool, while employing the best craftsmanship as well,” Tang explains, adding that if one’s aim is to build the world’s most comfortable beds, no other manufacturing method will do. “It is a simple matter to cut corners and produce cheap products, and to earn good money doing so. But the customer who buys such products will never come back, so in the long run a company will lose. When other manufacturers claim they are using the same natural material as ours, I would often counter-suggest that their asking price should be aligned with ours.”

As a businessman who has over 30 years’ experience across different industries in The Netherlands, Tang says, “I am not into aggressive propaganda with top-notch products,” adding, “it is all done by word of mouth at the end of the day.”
There has been no obvious success formula for Tang since he started Hästens in Hong Kong but he tends to move his business forward with his perceived values. “The term ‘market share’ is not in my dictionary,” he claims, “as long as we stick to quality and help our customers realise that. In other words, we want to make the kind of bed that earns people’s respect.

“That is the guideline that we have always adhered to. We cater to those who strive for a better quality in life. Therefore, the market shall be beyond our plan and imagination.”

Speaking of principles, Tang follows a rather simple set of strategies. Genuine advice and bed trials are offered at the Hong Kong showroom, which is a rare event in the local business scene. “We introduce customers to our four levels of mattress firmness and suggest them a suitable choice rather than following their preference or sleeping habits. My customers are often recommended to try the bed first for two weeks before closing a deal, and they can sample our bed during that time to get a true assessment. We make beds that are meant to stay with you for the next 25 years and they should spend more time getting to know more about their ‘intimate companion’.”

To Tang, no machine can replace human skill. “At Hästens, our people contribute ideas, skills and hard work, while Mother Nature provides the materials. As the saying goes, we all come to this world in our bare skins, so what else would be better than sleeping with natural materials?”

Few materials can compare with horsehair as natural bed material. “Horsehair has an extremely effective built-in ventilation system to keep itself dry,” Tang explains, “while our body temperatures often transform into moisture through perspiration.”

While Hästens 2000T has been selling fast during the last two years, the same applies to Hästens Vividus, the star product in recent years, which costs HK$780,000. “Each Vividus bed employs the best material and craftsmanship from Hästens and is made to order according to the customer’s specifications. It takes between 140 and 160 hours to make.”

Tang continues, “The well constructed bed frame, the sturdy, precise stitching of the fabric, the flexible stretch fabric on the top with the Hästens emblem woven in, and even the blue-and-white checks – all come in our collections including Framed Beds, Continental Beds and Adjustable Beds.

“I am hoping to bring in some special editions in the near future, to align with our remarkable success with the Hästens Vividus.”

Tang’s happy ending continues with the opening of the first flagship store, on the quiet outskirts of Happy Valley, where he brings the most comfortable beds in the world to Hong Kong. “Once in a lifetime, I suppose each of us deserves an opportunity to discover how the right mattress can be a life-changing experience. And I am happy to be the man who made this happen.”
– Alex Lai

PHILOSOPHY
It wasn’t until I started to learn more about Hästens that I learned quality sleep rules our lives significantly, and it’s truly a memorable experience to introduce the brand to Hong Kong two years ago. The idea of allowing my customers to create a memory of life through a bed of the finest quality is truly amazing. For those who are not aware about the benefits of our handmade natural beds and mattresses, our Hästens specialists, trained in Sweden, are prepared to address your sleep needs and comfort options. Customers are always more than welcome to drop in and sleep

FAST FACTS
• The first Rimowa bag was produced in the Paul Morszeck luggage: factory in 1898 in Cologne
• Using aircraft aluminium, a material from the early days of aviation, the lightweight Rimowa trunk was born in 1937
• In 1949, Rimowa built the first luggage: made of structural aluminium
• The development of a new series of cases for camera, photographic and then television equipment followed in 1976
• In 2000, the company used polycarbonate, which is highly impact resistant, extending the life of each piece of luggage
• Rimowa plans to be a worldwide brand for several hundred years by using expert craftsmanship, high-quality materials and precision manufacturing
• Rimowa is an indispensable supplier of travel equipment