The price to pay to sleep like Angelina Jolie, Drake and Vladimir Putin

Tom Cruise, Angelina Jolie, Vladimir Putin and the Swedish royal family are all regularly found on top of a Hästens bed.

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“People see it as a brand that adds significant value to their life,” Assaad says. “Athletes are always looking for that 1-2 per cent improvement in their wellness from sleep. Now more people are willing to pay for it.”

Former New York advertising executive Indi McCullough is leaving horse hair and flax to the Swedish and focusing on Australian merino wool as part of her bedding range Schleep, which launched in David Jones in May.

In a market crowded with designer names such as Frette, Ralph Lauren and Yves Delorme, Schleep is is focusing on technology rather than a luxury logo to sell $1637 doona covers and $310 pillow case sets.

“With the technical merino wool weave we are changing the perception of what it means to sleep surrounded by wool,” says McCullough. “If you feel most underlays, they’re like the inside of an ugg boot. These sheets and our calming blankets are like rabbit fur.”

“University studies have shown that it is easier to fall asleep surrounded by superfine merino wool. Now it’s about educating people before they buy. You can’t just try on a bedsheet.”

For the time being, Schleep is online and in David Jones’ flagship Sydney store, where they have hosted VIP showings.

“Our customers care about sleep and have been spending in that area since lockdown,” says Chris Harrison, general manager of home at David Jones. “There’s strong competition, but we just have to get customers to feel it and they understand the product.”

Unlike Hästens, which balks at the idea of being a luxury brand, despite selling beds more expensive than a Birkin bag from Hermès, McCullough is leaning into exclusivity.

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“Merino wool is luxury. So, the price is high. It’s an ultra-luxury sleep brand.”

“I want to own the sleep arc,” McCullough says. “I want to be a sleep wellness brand, not just a bed linen brand. No one has really tackled bed linen as performance for sleep.”

Along with David Jones customers, McCullough is focusing on the European and US market despite economic headwinds.

“If you look at the market, the rich are getting richer and there are too many mass brands. The wealthy aren’t going to have a problem spending money on something as important as sleep. They will take their Schleep with them on holidays, or hopefully buy another set.”

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