Savoir’s million-dollar beds have a growing market, says co-owner Alistair Hughes

Alistair Hughes, co-owner of Savoir Beds, says people are willing to pay a high price for a good night’s rest.

Savoir Beds makes luxury beds that can cost over HK$1 million. Why do you think a growing number of customers are willing to pay such a high price for a bed?

The key thing is that, even though the luxury beds business is a niche [market], the segment is growing very quickly. People are more interested in well-being. They are increasingly coming to realise, especially as they become richer and busier, that they have less and less time. And sleep is of such fundamental importance.

How important is it to have bespoke options for your affluent customers?

It’s incredibly important. Luxury is about quality, heritage, passion – and also [about] having something that’s exclusively yours. We all like individuality and we all like to feel special. I would never share clothes with my wife, so why would I want the same level of support for my back from my mattress as she does? We’ve done some extraordinary customisations, including a rotating bed which lets the owners see their fireplace when they want to, or rotate to enjoy the view of their beautiful garden outside. We also do a lot of bespoke beds for superyachts and private jets.

What has been the biggest challenge you’ve faced in launching the brand globally?

I think it’s been the cultural nuances in different markets. Obviously, people have different tastes and preferences, but I also think the world is becoming a smaller place. People travel all the time and they expect consistency as well. We are working with designers from France and Asia on collaborative collections. They key is to have designers who truly have international appeal.

How has your team of artisans expanded in the last 20 years?