Lotte New York Palace x Hästens



Hästens, the luxury Swedish bedmaker, engaged Magrino in May 2016 to handle U.S. public relations on behalf of the storied heritage brand.

Our Solution

Since being engaged, Magrino has amplified Hästens’ media presence and consumer awareness in the U.S. With each new collaboration and product introduction, Magrino has strategized to effectively and impactfully announce the news to key consumers, seeding out exclusive stories before distributing the news widely. Magrino has produced many launch events on behalf of Hästens and its products to bring the brand to life and introduce it to target clients.

Magrino also executed multiple press trips with Hästens, where groups of journalists are brought to the Hästens atelier in Köping, Sweden, where each bed is handmade. These trips result in thorough, thoughtful coverage that can only come from experiencing the process behind the brand first hand. Coverage that has come as a direct result from these trips includes Robb Report, Elle Décor, Modern Luxury publications, Forbes, and Whitewall among others. Magrino also works closely with regional press contacts throughout the U.S. to help drive awareness and sales locally as well, especially in new markets where the brand is launching for the first time.

Magrino has also worked to tell the brand’s story through its leadership, highlighting individuals in the sixth-generation family company with interviews with outlets including Bloomberg and Forbes, to position Hästens as the authority in the luxury bed space.


Magrino has secured over 112,934,884 million print and online media impressions on behalf of Hästens in 2019 alone in key outlets including Architectural Digest, Departures, Robb Report, Elle Décor, the Wall Street Journal and New York Times.