Hastens Expands U.S. Retail Presence, Debuts Advertising Campaign
KOPING, Sweden-Hastens has expanded its U.S. presence with the opening of a new company-owned store and a store it owns in a partnership, and the launch of a new advertising campaign.
The new company-owned store is located on 876 Broadway in New York City and is the mattress manufacturer's second company-owned location; the other is also in New York City. It offers Hastens' complete lineup of handcrafted beds, including Scandinavian-style frame beds, continental beds, children's and crib mattresses. It also sells accessories including the company's specialty down pillows and duvets, linens, headboards and Hastens' signature blue- and white-check travel pillows, among other products.
In addition, the company has debuted a new location in San Jose, Calif., owned in partnership with Barrie and Bonnie Brown. This brings the total of Hasten partnership stores in the United States to eight.
The campaign, titled "We Sleep, Do You?," will feature people who sleep on a Hastens bed, and will run in various print and online vehicles, and in in-store collateral and branding pieces. It will roll out this month.
"Our goal [for the campaign] is to 'own' the idea of 'sleep,'" said Janet Stein, Hastens U.S. country manager, "and it is our mission to educate and change the way people think about sleep so that we can help them obtain the best sleep of their lives."