Hypnos focuses on customer satisfaction
By David Perry -- Furniture Today, April 10, 2005
Franklin, Tenn. — Peter Keen, who was born into one of the premier bedding families in England, proudly carries the banner of his family business today.
The chairman and managing director of 101-year-old Hypnos, which modestly says it produces "the most comfortable beds in the world," remains focused on meeting customers' needs.
"We are not driven by the numbers, but by customer satisfaction," Keen, 60, said during a recent visit to the United States. "The numbers come second."
The numbers for Hypnos' U.S. venture are looking good, although Keen provides no specifics. Hypnos has licensed its name to Jamison Bedding of Franklin, whose own history stretches back to 1883.
Jamison has gained some impressive placements for the high-end Hypnos line, and generated some favorable media coverage, too. The impeccable pedigree of the Hypnos line — the Queen of England sleeps on Hypnos, it should be modestly noted — gives the line a unique cachet.
Hypnos holds two Royal Warrants, which means the company's products have passed a rigorous screening process. Producers who meet that tough standard can use the seal of the member of the royal family that they supply.
In Hypnos' case, that is "Her Majesty Queen Elizabeth II" and "The Late Queen Elizabeth The Queen Mother."
Although the Queen Mother died a year or two ago, that Royal Warrant with Hypnos remains in force. "I think she probably took it with her," Keen said, displaying a keen sense of humor.
Turning serious, Keen said the Royal Warrants "underwrite the overall quality of our products. You can't buy those. You have to earn them. They must be renewed every five years. The consumer sees them as an underwriting: 'If it's good enough for the Queen, it's good enough for me.' It is a stamp of authority."
Hypnos, a privately held, family run company, based in Buckinghamshire, England, has been producing handmade beds for more than four generations.
The company takes its name from one of the ancient Greek gods, Hypnos, who was the god of sleep. He was the son of Nyx, the god of the night.
Deep pocket-sprung beds are the hallmark of Hypnos. The beds feature natural materials like cashmere, silk and wool, which rest on high-coil-count innerspring units, with more than 2,000 coils in some queen-sized sets. The beds are hand-tufted and covered in fine Belgian damasks.
The mattresses are, according to Hypnos, "the ultimate in comfort, quality and craftsmanship."
Many of the company's workers in England have been with Hypnos for decades, passing their skills down from one generation to the next.
Keen, the great grandson of the company's founder, George Henry Keen (who was born in 1860 and died in 1926), says Hypnos has achieved success in the United States with its positioning as a "very up-market, very high-end product." It is a rare case of the product being as good as it looks, he said.
"I think the interesting thing about Hypnos in the U.S. is that the perception and the reality are the same," he said. "Frank Gorrell and Adrian Jones (who are heading up the Hypnos venture in the U.S.) have done a great job of bringing the reality and perception together."
The line, positioned as a luxury, ultra-comfortable offering, avoids the price-driven competition that is common in the U.S., Keen said.
The beds are all two-sided, a type of construction that has been traditional in England. Hypnos made a splash three years ago in England with its introduction of single-sided beds there.
"All of our competitors spent two years 'rubbishing' it," Keen said. "Now every manufacturers has at least three (single-sided) models."
Hypnos is looking at new ways of adding comfort to its beds. "I think we're going to make a higher specification bed with even more softness," Keen said.
He's hoping to increase his frequency of visits to the U.S., which have been averaging about once a year.
"I intend to be over here once a quarter," he said, "because they are doing so well."
-
A dozen questions for Hypnos' Keen
Apr 9, 2006 -
A dozen questions for Hypnos’ Keen
Mar 30, 2006 -
Hypnos makes a Keen addition to its team
Jun 5, 2005 -
High-end bedding line fit for royal slumber
Oct 13, 2002
VIEW ALL GALLERIES
