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When it comes to luxury, style, convenience, people are willing to pay top dollar. But are people ready to hand over thousands and thousands of dollars for a new mattress? One company out of Sweden believes the answer is yes.

Hästens has a new store location in Texas, right on McKinney Avenue and south Knox Street in Dallas. The company has been around since 1852 and started out making saddles. More on that a little bit later.

Hästens has become the mattress brand for the rich and famous, counting Brad Pitt, Tom Cruise, Drake, and Angelina Jolie as customers. Now the brand is hoping that those in and around Dallas will want a taste of luxury when they fall asleep.

So how much will a mattress set you back at Hästens? Well, the king-size blue and white check Maranga mattress starts at $25,000. The most expensive bed, according to the Dallas Morning News, is $670,000.

The most expensive is the $670,000 Grand Vividus which weighs 1,600 pounds and has an engraved plaque made by the same people who make Olympics gold medals.

Both are among the 14 beds on display that are made to match customers’ preferred tension and sleep positions. The store also sells headboards, pillows, duvets and personal sleep accessories including bathrobes. Sweden-based Hästens started out in 1852 as saddle-making company. Horse hair was used in saddles to support the bounce and became a signature stuffing in its mattresses.

Bradley Belen, co-owner of the new Hästens location in Dallas says he chose Dallas for his first store because of the demographics including home prices, income, and of course wealth according to the Dallas Morning News.

“People spend $50,000 for a car, why not for a bed — where you spend a third of your life?”

“I think it’s an investment,” he said of his personal Maranga Queen mattress that costs $20,000.

Why do the beds cost so much? Horsehair creates a moisture-wicking top layer. Other materials are cotton, wool, flax, Swedish pine, and individually pocketed coils. Most of the bed is man-made without heavy factory machinery.

The showroom in Dallas has 14 different beds to test out before you make a selection. And the bed comes with a 25 year warranty. Though the top layer may have to be replaced according to the Dallas Morning News. That will only cost $7,000.

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