Norway and Norwegian products are suddenly in the world spotlight, and that presents an opportunity for Norway’s Jensen Beds.
The company, based in the small Norwegian town of Svelik, is entering the U.S. market this year and is showing two of its beds, including a new Super King that measures 7 feet by seven feet, in the Specialty Sleep Association showroom, World Market Center C-1565.
Days before the Las Vegas Market began, Norway found itself in the eye of a geopolitical storm, with threats of steep tariffs imposed by the United States echoing across the world stage.
That prospect briefly troubled Jensen officials, but they were pleased to see the tariff threat recede a few days later. Now they are taking advantage of the opportunity they have to talk about the health and happiness that Jensen’s beds provide.
“It’s no surprise that Jensen Beds is in more than 20 countries around the world,” says Michael Nermon, the bedding veteran who is business development manager for Jensen Beds in North America. “Surveys have shown that the Scandinavian people are the happiest people in the world, and there is a direct correlation between the quality of their sleep and the quality of their life. Norway, Sweden, Denmark and Finland have some of the happiest people in the world, and they are four of the primary markets for Jensen Beds.”
“It’s about well-being, which is an essential part of sleeping well,” added Jensen’s managing director, Jan Trygve Jensen, who made the long flight from Norway to attend the Las Vegas Market.
Jensen has spent his career building Jensen Beds into one of Europe’s largest and most prestigious bedding brands. Jensen is the largest volume producer in the Hilding Anders group, which includes more than a dozen European mattress companies.
Jensen is committed to planting a Norwegian flag in America, and his company is looking for strategic retail partners as the company aims to establish Jensen Beds as a leading brand in the country in the ultra-premium and luxury categories.
“The American market is a huge market for us compared to Scandinavia,” he told Bedding News Now. “It is important for us to see if Norwegian sleep and Norwegian craftsmanship can make a difference in the United States. We are bringing something new to this market, a unique sleep experience from Norway.”
Rooted in Scandinavian design principles and a focus on sustainability, Jensen features mattresses that are reversible, with customizable firmness, supported by box springs that work with the mattress to provide comfort and to extend the life of the mattress.
A queen-sized mattress, which includes what the company calls a “top mattress” that adds comfort, will retail from $4,000 to $7,000.
The Super King will retail in an adjustable bed version for $10,000 to $15,000.
Jensen is offering its line to select furniture and bedding retailers, Jensen-licensed stores, the design trade and the hospitality industry. Jensen will stock its products in the United States to support its customers in the U.S. market.
