Sleeping Swedish Style

Our editor at LOFT met Jörgen Thuresson, the visionary CEO of Carpe Diem Beds of Sweden, the leading company in the Swedish bed industry. From researching innovative mattress structural solutions to using only sustainable materials, Thuressons ongoing commitment to creating the best sleeping experience in the world is reflected in every step of Carpe Diem Beds manufacturing process.

LOFT: Carpe Diem Beds successfully combines design research and dedication to create a product which cares for its users and the environment.
How did the Carpe Diem Beds story begin?
Jörgen Thuresson: I am one of the founders of the company and we started in 1995. Back in those days, we were one of the first companies in Sweden using furniture fabric for covering the bed frame. The only beds you could find by then had a white, standard-looking design. The idea was to make the bed a real piece of furniture in the bedroom, which is why over the years we have worked on a series of limited editions each with a different concept from lifestyle such as a regatta theme, to modern classic where we used hand printed fabrics. For one of our limited editions we also worked together with the Swedish fashion designer Lars Wallin. Carpe Diem Beds is working in the premium segment. Our target group is women between 30 and 55 years old. We have been the market leader in the Swedish market for 5 years. I think we were able to keep the lead because our beds are a combination of comfort, design and quality. We have been voted the number one supplier to the Swedish furniture retailers.
LOFT: Craftsmanship and sustainability are two important aspects of Carpe Diem Beds, could you explain how these two sides come together?
JT: Every single bed is built by one person who, in the end, puts his, or her, signature on the bed. Everything is made by hand. Our beds are an extremely high quality product, which will last for many years. Our beds carry the Nordic ‘Swan’ eco-label. this means that we comply with Swan’s requirements for environmental impacts throughout the bed’s lifetime. No wood that is used in our beds comes from vulnerable forest, only from environmentally-approved forestry.

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