In 2003, Brent Cooper walked into a Hästens showroom absolutely determined not to buy Swedish beds. He was loyal to Vispring. He believed British manufacturers made the best beds in the world. Then he lay down on a Hästens 2000T. ‘I’m lying on this bed thinking I know nothing about beds,’ he recalls. ‘This is the most incredible feel I’ve ever had. How do they make these beds?’
That moment changed the British luxury bed market. Brent introduced Hästens to Britain, ran their flagship King’s Road showroom, and eventually created Marshall & Stewart to offer the same quality natural materials and craftsmanship at more accessible prices. This article gives you an honest comparison from someone who knows Hästens inside out – their strengths, their pricing, and what you are actually paying for when you buy the world’s most expensive bed brand.
What Hästens Gets Right (And Why They Command Premium Prices)
Quick Answer: Hästens is a fifth-generation Swedish family business with exceptional marketing, genuine craftsmanship, and a brand so strong they can charge whatever they want.
‘Hästens makes a nice product,’ says Brent Cooper, founder of Marshall & Stewart and the person who first introduced Hästens to Britain. ‘Jan Ryde is fifth generation. His father Jack really took the business places. Jan came in with more of a marketing head on his shoulders and really took that business to the next level. He was going to make the best beds and he was going to charge the most. And that’s that.’
That honesty is important. Hästens beds are genuinely handmade in Sweden using natural fillings – horsehair, wool, cotton, flax – and Swedish steel springs. The quality is real. The craftsmanship is genuine.
The Power of the Blue and White Check Brand
But you are also paying for one of the most powerful luxury brands in the world. Hästens dominates the ultra-luxury bed market globally. They are sold through select retailers including Harrods, and their blue and white check has become one of the most recognisable symbols in the luxury bed industry.
You can explore their range on the Hästens website.
The 2003 Moment That Changed British Luxury Beds
Quick Answer: When Brent lay on a Hästens bed in 2003, he realised it was better than anything being made in Britain. That moment led him to introduce Hästens to the UK and eventually create Marshall & Stewart.
‘I Didn’t Believe a Scandinavian Company Could Dictate to the UK Market’
In 2003, Brent was Sales Director at And So To Bed, running 18 stores. When Hästens approached him, his response was clear: ‘I didn’t believe a Scandinavian company could dictate to the UK market. We made incredibly good beds – Vispring, Relyon, Hypnos.’
Roger Erickson, the Hästens agent, convinced Brent to visit their factory. ‘I went there absolutely arms folded, determined not to buy Swedish product. I wanted to support Trevor Lay at Vispring. He was my friend.’
The Five-Minute ‘Phone Call’ That Changed Everything
The factory tour did not convince him. Then Roger put him on the 2000T (£11,800 in 2003). After a few minutes, Roger said he needed to phone New York and left Brent lying there. He did not phone anyone. He just let Brent experience the bed.
‘I’m lying on this bed thinking I know nothing about beds. This is the most incredible feel I’ve ever had. How do they make these beds?’
That eureka moment changed everything.
Why Vispring and Savoir Raised Their Prices After Seeing Hästens
Brent phoned Trevor at Vispring the next morning. ‘Trevor, I’m going to go with Hästens.’ Trevor thought he was mad. Brent’s response: ‘They make a really nice bed and you should be aware of that.’
Four weeks later, his first customer walked in, recognised the blue and white check, and bought a bed for £6,800. When Brent opened on King’s Road in 2007 with Hästens, customers who tried Vispring and Savoir came back saying, ‘These are so different.’
Brent’s team won Hästens’ worldwide sales competitions three years running. But the relationship became strained over practical issues and when Hästens discounted 20% at Harrods, undermining their global pricing.
From Hästens to Marshall & Stewart: ‘We Don’t Copy. We Improve.’
In 2009-2010, Brent took Hästens’ construction to an English manufacturer. ‘We don’t copy. We improve. We changed the spring systems to a better unit, used the highest grade of horsehair and the same handwork.’ That became Marshall & Stewart – made in England, 10-15% higher in specification, initially priced 10% lower.
What Hästens Buyers Sometimes Do Not Expect
Quick Answer: Hästens beds are beautifully made, but the price gap between mid-range and ultra-luxury models can feel arbitrary rather than justified by the feel.
Does a £200,000 Bed Really Feel That Different From a £20,000 One?
The beds are genuinely high quality. But does a £200,000 Vividus feel fundamentally different from a £20,000 Hästens model?
The Customer Who Paid £70,000 Without Lying on the Bed
‘I sold a Vividus once at £70,000,’ Brent recalls. ‘Customer transferred the money without lying on it. For some people, it’s about buying the most expensive bed in the world.’
That is a specific type of buyer. Most people want to know what they are getting for the money.
If you are spending £50,000 or more on a bed, you deserve a buying experience that explains what you are actually getting, not just the brand prestige.
Hästens Beds vs Marshall & Stewart Beds: Price Comparison (April 2026)
Quick Answer: Marshall & Stewart beds cost less than comparable Hästens models, often around £4,000 to £10,000 less model-for-model, and a fraction of the price at flagship level: the Koh-I-Noor is £54,100 against the Hästens Vividus at £271,990.
The Real Numbers: What You Actually Pay
| Marshall & Stewart | Price | Hästens Comparable | Approximate Price |
| Cullinan | £47,980 | Hästens 2000T | £56,380+ |
| Sancy | £25,350 | Hästens Eala | £29,980+ |
| Florentine | £32,450 | Hästens Herlewing | £42,380+ |
| Koh-I-Noor | £54,100 | Hästens Vividus | £271,990+ |
Prices based on Super King (180 × 200cm) complete sets. April 2026. Hästens prices are approximate as they vary significantly by retailer and configuration.
Why the Price Gap Exists (And Where Your Money Goes)
The price difference is not because Marshall & Stewart cuts corners. It is because you are not paying for Swedish heritage marketing, global brand expansion or the overheads of maintaining flagship stores in luxury department stores worldwide.
‘Value for money is a big driving point for me,’ Brent says. ‘I just think Hästens is heavily overpriced.’
How Hästens’ Rigid Showroom Requirements Affected Retailers
Quick Answer: Hästens enforces strict brand guidelines for showroom displays – blue and white check is mandatory, Swedish-sized linens for display, and originally one-piece bases that would not fit up British stairs.
The Blue and White Check Battle
As a Hästens dealer, showroom displays must follow their rules. The blue and white check dominates the floor, even if retailers wanted to show their other colours.
‘When they opened the King’s Road showroom with me, I wanted to use their other colours in the basement to brighten the space. The owner agreed. Then the installation team arrived and said “You’ve got to be blue and white.” It was frustrating.’
The Harrods Disaster: When Beds Would Not Fit Through British Doors
The practical challenge was worse. Hästens originally insisted on one-piece bases for display. ‘When they went into Harrods, all their bases were one piece. They sold their stock off at less than 10% of cost because beds wouldn’t go into houses. Couldn’t get them up stairs or through doors.’
Brent fought for two-piece bases from the start. At Marshall & Stewart, the beds are made for British homes with practical configurations.
Which Luxury Bed Brand Is Right for You in 2026?
Choose Hästens if:
- You specifically want the Hästens brand and blue check heritage
- You are buying the Vividus or another flagship model as a statement piece
- Budget is genuinely not a consideration
- You have found a Hästens retailer who will guide you properly through the options
Choose Marshall & Stewart if:
- You want Swedish-inspired natural materials without the Swedish price tag
- You value a founder who is personally involved in your consultation
- You prefer practical British sizing and sensible design choices
- You would rather invest £30,000 in exceptional sleep than £200,000 in a brand name
Can I Try Both Hästens and Marshall & Stewart in London?
Quick Answer: Yes. Try Hästens at Harrods, Marshall & Stewart at West End Bed Company (Chelsea or East Sheen).
Where to Find Each Brand
- Hästens: Harrods Knightsbridge and select retailers nationwide.
- Marshall & Stewart: Exclusively at West End Bed Company showrooms.
Many customers come to us after trying Hästens. As one recently said: ‘The Marshall and Stewart bed we bought is the best we have ever had by a country mile.’
Book Your Sleep Consultation at West End Bed Company
Meet the Man Who Introduced Hästens to Britain (And Then Created Something Better)
This is not a sales pitch. It is a chance to lie on the beds, discuss your sleep honestly, and find out what actually works for your body.
Brent is based at the King’s Road showroom, so if you book there, you will very likely meet him personally. Come having tried Hästens. The comparison is welcome.
📍 West End Bed Company
- King’s Road, Chelsea (Brent’s base)
- Upper Richmond Road, East Sheen
Book a Private Sleep Consultation →
Frequently Asked Questions
Is Hästens better quality than Marshall & Stewart?
Both brands use premium natural materials (horsehair, wool, cotton) and genuine handcrafting. Hästens has fifth-generation Swedish heritage. Marshall & Stewart was created by someone who spent decades working with Hästens and knows their construction intimately. The quality is comparable. The difference is in the price, the branding requirements, and the buying experience.
Why is Marshall & Stewart so much cheaper than Hästens?
You are not paying for a Swedish parent company, global marketing campaigns, flagship store overheads or maintaining the world’s most expensive bed brand. Marshall & Stewart passes those savings directly to customers. The beds themselves use the same quality natural materials and handcraftsmanship.
Do I need Swedish pillow sizes for a luxury bed?
No. Hästens requires Swedish sizes (50 × 60cm) for showroom displays, but customers can order any pillow size they want. Marshall & Stewart uses standard British sizing throughout.
What happens in a Marshall & Stewart sleep consultation?
You will try the beds, discuss your sleep patterns and any health considerations, and receive honest advice about which mattress suits your body. Brent Cooper himself often leads consultations at the King’s Road showroom. There is no pressure to buy the most expensive option. Many customers visit several times before deciding.
Can I see Hästens and Marshall & Stewart beds side by side?
Not in the same showroom, but you can visit both in London. Try Hästens at Harrods. Try Marshall & Stewart at West End Bed Company in Chelsea or East Sheen. We recommend experiencing both before deciding where to invest £20,000 to £50,000.
