Måns Blomberg

AN EYE FOR DETAIL

Global Visual Merchandiser at Hästens

As the Global Visual Merchandiser for luxury bed company Hästens, Måns Blomberg travels the world, applying creativity, attention to detail, and a keen commercial sense in this high-profile role.  

You work for one of the most prestigious bed makers in the market. Founded in 1852, Hästens is renowned for its craftsmanship and counts both celebrities and royalty among its clientele. How did you and your current role?

My first job after graduating from Sixth form at the Swedish School in London was in the customer service department at the Scandinavian headquarters of American Express. This role provided me with valuable experience in customer relations and working with a prestigious brand.

While studying at the London College of Fashion, I began working in Hästens’ showroom. Securing the position was a rigorous process, involving seven interviews, including one with Jan Ryde, the owner and Chairman of the company. When I was promoted to my current global role, I underwent an additional five interviews.  

What’s it like working for a family business? 

Despite being over 170 years old, the company maintains a dynamic, start-up atmosphere. I have had the opportunity to engage in a wide range of tasks and enjoy a great deal of trust from Jan and his family. We all spend a significant amount of time at the headquarters in Köping, where around 150 people work. The manufacturing of the beds still happens there and this is where the heart of our company culture is.

Another advantage of working in a family business is the close interaction with top management. For instance, I have daily contact with our CMO, which is a rare opportunity early in one’s career, especially in a public traded company. 

The beds you sell can cost from £17k to £780k. How can that price be justified and what makes a Hästens so special? 

Our beds last a lifetime. A lot of our customers have inherited their beds but want an upgrade. Word of mouth is very important for our marketing. 

The reason why the beds are so expensive is because they are made from 100 percent natural materials, where artisan makers follow traditional techniques. Everything is made by hand and the company had had a royal warrant from the Swedish King for generations.

I compare the purchase of Hästens’ beds as an investment into yourself, how much better would one perform if you had a consistently good sleep? Can’t really put a price on that. 

In 2020, the rapper Drake and his interior designer Ferris Rafauli contacted us, and together we designed our most luxurious bed, the Grand Vividus (which retails at £310k-780k). Crafting a single bed requires 600 man-hours, and only a specially trained team is qualified to produce them. 

What excites you about your job?

When I was a kid, I loved playing with Lego. What I do today is essentially playing with Lego, but in real life. We create all stores from scratch, and my team and I put together the plan for each location. Whilst we follow a concept, we get to use our creative thinking and are given a lot of freedom. 

Each store is planned in a meticulous manner; from flow paths and customer journeys, to where the displays should go, the dressing, and where ancillary products such as bedding, and duvets should be placed.  Each season, we introduce seasonal colour schemes. I set the visual store guidelines for all stores worldwide, which then the stores need to follow. 

In this job, I also get to travel a fair bit. This year, I’ve been to London three times, and will soon visit New York where we are opening a new store on Madison Avenue.  

”I even remember Percy Parnevik visiting the school to give a speech, as his grandson
was a student there at the time.
Being exposed to such a diverse range of
professions really broadened my perspective.”

What drives you? 

I’m a perfectionist who strives for the highest standards of precision and quality, a trait I’ve inherited from my father, a graphic designer, who taught me that if you’re going to do something, you should do it properly. Although perfecting minute details can be time consuming, I’m not satisfied until everything is flawless. With my mother being a fashion designer, working with colours and design feels like it’s in my blood. 

What is most important when pursuing a career in retail? 

My advice is to start with any job for a brand you admire and take every opportunity to ask questions once you’re in. Demonstrating curiosity and a willingness to learn will help you stand out to management. When I first joined Hästens, I made a point to stay late and show my genuine interest by asking thoughtful questions. 

That meant when the job ad was created, people had me in mind. Being good with numbers and Excel is also good, as you’ll work a lot with sales numbers, data, and forecasting. You can’t rely solely on intuition; everything needs to be supported by data. This is something I learnt during my time at American Express, where I mastered Excel and learned the importance of data-driven decision-making. 

How important is university and education for working in your industry? 

I found that earning a degree from a prestigious design school significantly eased my path. The reputation of the London College of Fashion carries substantial weight in the design industry. Additionally, I frequently apply the skills I acquired during my studies in my daily work. 

What is most important when choosing where to attend Sixth form? 

It’s very important to consider the range of subjects available. At the Swedish School in London, I had the opportunity to study both photography and business law, a combination that can be challenging to find at some schools. 

How did living and studying in London influence you? 

They say that after living in a city for more than five years, it starts to feel like home, and that’s certainly true for me. The diverse mix of students at my school played a big role in this. While some classmates were born in London, others were native Swedes, creating a vibrant blend of cultures. We always spoke English among ourselves, which helped me quickly immerse into British culture. I vividly remember the first time I was invited to watch the annual Cambridge-Oxford boat race on the Thames from Hammersmith Bridge, and it was amazing.

What is the fondest memory you have from the school?  

I have so many good memories, but one of the standout moments was our first French class trip to Paris. I also recall my first day at school and how quickly I went from newbie to one of the gang. Although many of the students knew each other well, they welcomed us newcomers with such warmth. I adapted quickly and formed numerous new connections.

Would you say your time at the Swedish School has broadened your horizons culturally? 

For sure. Many people who move to London for work often have impressive careers. At our school, I met parents who were journalists, actors, diplomats, finance professionals, art dealers and numerous entrepreneurs. I even remember Percy Parnevik visiting the school to give a speech, as his grandson was a student there at the time. Being exposed to such a diverse range of professions really broadened my perspective.