New York — When Mads Flytlie sits down in the Hastens bedding department at ABC Carpet & Home here and talks about his high-end natural bedding line, he starts with a discussion of horsehair.
Horsehair?
That filling material for mattresses, now just a distant memory in the U.S. bedding industry, plays a starring role in the Hastens line that is, shall we say, galloping along at ABC Carpet. This horse, and the natural story that it embodies, has plenty of ride.
Many of the Hastens beds for sale at ABC are loaded with horsehair, up to 10 pounds' worth in a queen-sized mattress.
Horsehair, says Flytlie, the Danish-born Hastens shop manager at ABC, has superb properties of ventilation. The hair is hollow and acts to quickly wick away and dry moisture.
"We call these dry beds," Flytlie says of the Hastens line. "Moisture quickly evaporates."
The benefit for a Hastens consumer is that she sleeps "dryer" (not as hot) and more comfortably, said Flytlie.
Before the horsehair goes into the cushioning layers of Hastens beds, it undergoes a rigorous cleaning process.
The horsehair comes from South America.
"No horses are killed to make these beds," Flytlie said. "That's a very sensitive subject for some people. I grew up on horses, so it's important to me, too."
The horsehair is boiled, rinsed, spun, disinfected and heated to 140 degrees Celsius. Then it is stored for three months before it is turned into its final form and made ready for use in Hastens bedding.
Natural appeal
The result of all this effort is a product that is "a completely pure and springy material," Hastens says in a slick, 386-page soft-cover book that tells the Hastens story, which dates back to 1852. The company, which features a horse as part of its logo, says it is Sweden's oldest mattress manufacturer.
Horsehair-cushioned beds sold at ABC start at $5,450 in queen and top out at $11,700. The Hastens line also includes models that do not contain horsehair.
While horsehair is an important part of the selling story, it is not the only part. The beds feature a variety of other natural materials as well, including lamb's wool, cotton and flax. The innerspring units in the beds are composed of individually wrapped coils.
Some of the mattresses, with 100% cotton plaid covers, are fashioned into European frame beds, available with or without legs. The beds are topped with coordinating pillowtops that are removable.
The natural message resonates with many consumers, Flytlie said.
"I see people coming to me who are complaining they are allergic to their beds," he said, noting that there is "a debate" about some of the chemicals used in various bedding components.
"My conclusion," Flytlie said, "is that a lot of people are stuffing themselves with chemicals (medicines) because they are allergic to their beds."
In addition to providing protection against allergies, Hastens beds provide proper support and are good for the spine, since they mold exactly to the body's contours, according to the company.
Hastens beds offer "comfort for our lungs" and comfort for the body, Flytlie said.
The Hastens line is selling well at ABC. "We are selling a lot more than we thought we would," said Flytlie. "The two beds we sell the most of are the two most expensive beds."
ABC began carrying the line in May of 2002, which is when Flytlie joined the company. Born in Vejle, Denmark, he came to the U.S. in 1997 and started a logistics company, where he got to know ABC Carpet and Hastens.
The line benefits from its roots. "Scandinavia is so popular with U.S. consumers," Flytlie said. "That is proven by the success we are having."
