marketing@risergrowth.com · Pune, India
Case Study
Launching one of the world's
most luxurious sleep brands
into India's luxury market.
How Riser partnered with Hästens Mumbai to plan and execute its complete digital launch, build nationwide awareness, create premium content, generate showroom enquiries, and establish the brand among India's ultra-luxury audience.
Industry
Luxury Beds & Sleep Wellness
Engagement
Launch & Content Marketing
Timeline
Ongoing
HÄSTENS™
Swedish Luxury Sleep Spa
The Results
4M+
Monthly Organic Social Reach
100K+
Luxury Audience Community Built
Multiple
Showroom Enquiries Every Month
Launch
Successfully Executed Digital Launch
Premium
Influencer & Event Coverage Campaigns
The Challenge
Launching Hästens Mumbai meant introducing one of the world's most prestigious luxury bed brands into a market where very few consumers understood the difference between a premium mattress and a handcrafted Swedish luxury bed. The objective wasn't simply to build a social media presence—it was to establish aspiration, educate the luxury audience, generate qualified showroom visits, and position the Mumbai Experience Centre as India's destination for luxury sleep.
- Launching a new luxury brand in India with almost zero local digital presence.
- Building awareness among ultra-high-net-worth individuals, architects, and luxury interior designers.
- Educating premium consumers on the value of handcrafted heritage Swedish beds.
- Creating premium content that strictly aligns with Hästens' global brand guidelines.
- Driving high-intent showroom walk-ins and consultation bookings.
- Building brand credibility organically without resorting to mass-market communication methods.
The goal wasn't to chase followers—it was to build desire, trust and qualified demand.
Our Approach
We took a step-by-step approach to build a growth engine from the ground up.
Digital Launch Strategy
Planned and executed the complete digital launch roadmap for Hästens Mumbai, ensuring every platform reflected the exclusivity and craftsmanship of the global brand from day one.
Premium Content Creation
Produced luxury-first photography, presenter-led videos, showroom films, product storytelling and educational content that showcased Hästens' heritage, Swedish craftsmanship and Sleep Spa experience.
Organic Social Media Growth
Built a high-engagement content marketing engine that consistently expanded brand visibility, resulting in more than 4 million monthly organic reach while growing a premium audience from scratch.
Luxury Influencer Marketing
Identified, planned and executed collaborations with carefully selected creators, architects and luxury lifestyle influencers whose audience aligned with Hästens' ultra-HNI positioning.
Event Marketing & Media Generation
Created extensive content coverage during flagship luxury events including Design Mumbai, India Design, and other premium industry showcases, significantly expanding brand visibility beyond the exhibition floor.
Lead Generation & Showroom Footfall
Integrated organic content with paid campaigns to generate qualified enquiries, showroom appointments and walk-ins while continuously optimising campaigns for higher-quality leads.
The Impact
By aligning strategy, systems, and execution, we built a predictable growth engine that delivered measurable results.
Successful digital launch execution
introducing Sweden's legacy of sleep wellness to Indian HNI markets
4M+ monthly organic reach
achieved through premium, design-focused social media storytelling
Luxury digital community built
cultivating interest and brand preference from a newly launched presence
Qualified showroom appointments
driving direct walk-ins and consultation bookings through targeted campaigns
Strategic influencer collaborations
aligning the brand with carefully vetted creators and premium architects
Flagship event activations
amplifying presence at showcases like Design Mumbai and India Design
What The Client Says
Riser understood that Hästens could never be marketed like a conventional furniture brand. They built a launch strategy that protected our global luxury positioning while successfully creating awareness, engagement and qualified customer interest in the Indian market.
Launching a luxury brand
requires more than marketing.
It requires strategy, storytelling, premium content and the ability to reach the right audience without compromising exclusivity. Whether you're launching a new luxury brand or scaling an established one, Riser builds marketing systems that create both brand equity and measurable business growth.
Launch Your Brand with Riser