Hasena
Hasena AG is a family-owned Swiss bedroom furniture manufacturer (founded 1951) that designs and produces modular beds, boxspring systems, and bedroom furnishings under the 'swiss bed concept' brand, selling exclusively B2B through furniture retailers across Europe and operating a wholly-owned production subsidiary in Vietnam.
- Company typePrivate
- Founded1951
- HeadquartersBenken, Switzerland
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
Hasena firmographics
Firmographics- Name
- Hasena
- Legal name
- Hasena AG
- Website
- https://hasenabeds.com
- Company type
- Private
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hasena AG is a family-owned Swiss bedroom furniture manufacturer (founded 1951) that designs and produces modular beds, boxspring systems, and bedroom furnishings under the 'swiss bed concept' brand, selling exclusively B2B through furniture retailers across Europe and operating a wholly-owned production subsidiary in Vietnam.
- Ownership category
- akta.pro rank
Hasena industry classification
Industry- Product category
- Bedroom Furniture
- NAICS
- Household and Institutional Furniture Manufacturing (33712), Upholstered Household Furniture Manufacturing (337121)
- SIC
- Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Bed Frames, Foundations & Headboards Retail (CRAIABAE)
- akta.pro secondary industry
- Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)
Keywords
Where Hasena is headquartered
LocationHeadquarters
- HQ city
- Benken
- HQ country
- Switzerland
- HQ region
- Europe
Offices3 records
Markets served
Hasena business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- B2B Furniture Manufacturing: HASENA manufactures bedroom furniture (beds, bedside tables, chests of drawers) and sells exclusively through a network of furniture retailers and dealers, primarily in Europe. The company does not sell directly to consumers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Hasena product offering
Product offeringCore offering
Hasena AG manufactures and sells customizable bedroom furniture — primarily modular bed systems, boxspring beds, headboards, bed frames, bedside tables, and chests of drawers — through its proprietary "swiss bed concept" building-block platform. The company supplies European furniture retailers and dealers (not direct consumers) with a broad collection portfolio spanning wooden, upholstered, oak, industrial, and sustainable-material product lines, complemented by mattresses, toppers, slatted bed bases, accessories, and Pronto rapid-delivery service.
Product overview
HASENA is a Swiss bedroom furniture manufacturer offering a comprehensive, modular product portfolio anchored by the proprietary 'swiss bed concept' — a building-block system allowing customers to configure beds by combining frame, feet, and headboards. The core product range spans multiple distinct beds collections: Bergamo, Movie-/Top-Line, Industrial-Movie, Trento, Edition Pronto (Wood, Boxspring, Romantic variants), Factory-Line, Industrial-Loft, Wood-Line, Lounge, Fine-Line, Naturo-Line, and the Oak family (Oak-Line, Oak-Puro, Oak-Bianco, Oak-Wild with sub-variants Bormio/Cortina/Aspino and Vintage), Dream-Line, Silenzio, Dream Pronto, Function, Comfort, and Kids & Guests. Boxspring offerings include Boxspring Comfort, Boxspring Pronto, and Boxspring Inside. Supporting bed components include slatted bed bases, mattresses, and toppers. Complementary furniture includes bedside tables and chests of drawers (both available through the selezione personalisation programme), accessories, and fittings & supports. A MOVENTO concealed runner system serves drawer and pull-out components. Services include Pronto rapid delivery, a virtual showroom, a fabric collection (recycled fabrics and vegan leather), assembly videos, care tips, a furniture care shop, living brochures, a sleep guide, and interior style finder tools. Sustainability materials include recycled PET fabrics (Cyclo), recycled polyester fabrics (Ritorno, Rinovo), vegan leather alternatives (Buffalo, Tocco), and FSC-certified recycled wood finishes. The company has been operating for over 75 years and is headquartered in Biel-Benken, Switzerland.
Differentiator
Problem solved
Functional benefit
Products and services
- Bed collections (modular beds under the swiss bed concept) Distinct modular bed collections sold to furniture retailers, combining frames, feet, and headboards under Hasena's proprietary swiss bed concept building-block system. Collections span wooden, upholstered, oak, industrial, sustainable, and Pronto rapid-delivery variants, configurable for residential bedroom use.
- Boxspring bed collections (Boxspring Comfort, Boxspring Pronto, Boxspring Inside) Boxspring bed collections featuring elegant upholstery, finely crafted wood, point-elastic support, and customizable mattress and topper combinations for residential consumers seeking deep, restful sleep; supplied to furniture retailers and dealers across Europe.
- Slatted bed bases Ergonomic slatted bed base frames that provide point-elastic support for mattresses, sold as modular bed components within the swiss bed concept.
- Mattresses Mattresses offered as bed components providing point-elastic support for spinal relief and sleeping comfort, individually combinable with Hasena bed frames and boxspring systems.
- Topper (mattress toppers) Mattress toppers sold as bed components, individually combinable with Hasena boxspring systems to enhance sleeping comfort.
- Headboards and wall panels Upholstered and wooden headboards plus wall panels offered in multiple styles as configurable elements of the modular swiss bed concept.
- Bedframes Standalone bed frames within the swiss bed concept, compatible with various headboards, feet, and slatted bases for customizable bed configurations.
- Boxspring bases Boxspring box foundations that serve as the base for boxspring beds, compatible with various mattresses and toppers.
- Feet (bed feet) Bed feet in various materials and designs available as configurable elements of the modular swiss bed concept.
- Bedside tables (selezione personalized line and all-models range) Bedside tables sold both as a full-model range and through the selezione personalization programme, which allows retailers and consumers to specify materials, sizes, and finishes.
- Chests of drawers (selezione personalized line and all-models range) Chests of drawers sold both as a full-model range and through the selezione personalization programme, which allows retailers and consumers to specify materials, sizes, and finishes.
- Accessories Range of bedroom accessories complementing Hasena beds and furniture, including practical and decorative items supplied to retailers.
- MOVENTO concealed runner system Concealed runner system for pull-out furniture (drawers, bedside tables) featuring synchronised feather-light glide, four-dimensional adjustment options, full extension, and high stability; compatible with four motion technologies for soft opening and closing.
- Fabric collection (recycled fabrics and vegan leather) Curated upholstery fabric range offered to retailers, including recycled PET fabrics (Cyclo from plastic bottles), recycled polyester fabrics (Ritorno and Rinovo from old clothing), vegan microfiber leather alternatives (Buffalo and Tocco), and standard upholstery options with technical data sheets.
- Pronto rapid-delivery service Rapid delivery service for selected bed collections (Edition Pronto, Dream Pronto, Boxspring Pronto) enabling faster fulfilment of custom bed configurations for retailers and end consumers.
- Recycled woods (pre-consumer recycled oak finishes) Solid oak wood finishes made from pre-consumer recycled oak, available in three variants (Eiche uniq clear, Eiche urban clear, Eiche urban brandy), offered as part of Hasena's sustainability material programme.
- Furniture care shop (cleaning and care products) Online shop offering Hasena-recommended cleaning and care products for maintaining bedroom furniture in optimal condition.
- Virtual showroom Digital showroom service allowing consumers and retailers to explore Hasena bedroom furniture products in a virtual environment before purchase.
Quantifiable outcome
- Carbon neutral company status since 2023
- +1 more outcomes
Companies that use Hasena
Customer profileSegments1 record
Ideal customer profiles1 record
Hasena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hasena partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ClimatePartnercoreHASENA partners with ClimatePartner for carbon neutrality certification. The company's headquarters has been certified as carbon neutral since 2023 through ClimatePartner verification and support of climate protection projects.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Hasena competitors and assessment
Company assessmentBroad incumbents
- Musterring: Large German quality-furniture manufacturer/brand covering full room categories including bedroom furniture. Overlaps with Hasena in the bedroom segment but with a much broader product portfolio across living and dining rooms.
- Nolte Möbel: Major German bedroom and home furniture manufacturer with significant retailer distribution in DACH. Competes with Hasena in the bedroom furniture category but with a broader fitted-wardrobe and whole-home positioning.
- IKEA: Global furniture retail and manufacturing incumbent that competes at the value end of the bedroom furniture market and increasingly in mid-premium. Sets consumer expectations on price, delivery, and assembly that pressure traditional manufacturers like Hasena.
Direct peers
- W. Schillig: German manufacturer of upholstered furniture with a strong line of upholstered beds and boxspring systems. Direct overlap with Hasena's upholstered bed collections (Bergamo, Dream-Line, Silenzio) on materials and product positioning.
- Hülsta: German premium household furniture manufacturer with a strong bedroom furniture line (beds, wardrobes, bedside tables) and modular customization options. Comparable in positioning (premium German/European craftsmanship), category focus, and retailer-led go-to-market.
- Schlaraffia: German bed manufacturer specializing in boxspring systems, slatted bases, mattresses, and modular bedroom concepts. Closely comparable product portfolio (beds, boxspring, headboards) and similar B2B retailer-led distribution model in the DACH region.
- Treca Paris: Premium French bed and mattress manufacturer known for high-end boxspring and sprung beds sold through specialist retailers. Comparable in premium positioning, boxspring/bed focus, and European specialty-retailer distribution.
- Swiss Sense: Dutch-origin premium bed and bedroom furniture manufacturer and retailer with a modular bed-system approach very similar to Hasena's 'swiss bed concept.' Competes head-to-head across Europe on boxspring, headboard, and customizable bed configurations through a comparable retailer-and-showroom model.
- Joka: Austrian bed, boxspring, and mattress manufacturer with a strong DACH retail presence and a comparable modular product philosophy. Direct competitor on premium bedroom furniture configurations and showroom-led selling.
Emerging players
- Emma (Sleep): European DTC mattress and bed brand with strong digital marketing and aggressive pricing. Represents the digitally native competitive threat that challenges traditional premium bed manufacturers like Hasena on consumer mindshare and pricing benchmarks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Hasena social profiles
Digital presenceHasena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hasena leadership team
Management profileNumber of profiles
Profiles2 records
Hasena subsidiaries and ownership
Company hierarchySubsidiaries1 record
Hasena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hasena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hasena
What does Hasena do?
Hasena AG manufactures and sells customizable bedroom furniture — primarily modular bed systems, boxspring beds, headboards, bed frames, bedside tables, and chests of drawers — through its proprietary "swiss bed concept" building-block platform. The company supplies European furniture retailers and dealers (not direct consumers) with a broad collection portfolio spanning wooden, upholstered, oak, industrial, and sustainable-material product lines, complemented by mattresses, toppers, slatted bed bases, accessories, and Pronto rapid-delivery service.
Is Hasena a public or private company?
Hasena is a private company. It is classified as family owned and is currently operating.
When was Hasena founded?
Hasena was founded in 1951. It employs 51 to 100 people.
Where is Hasena based?
Hasena is headquartered in Benken, Switzerland, in the Europe region.
How does Hasena make money?
One revenue line is on record: B2B Furniture Manufacturing.
Who are Hasena's main competitors?
Broad incumbents on record are Musterring, Nolte Möbel and IKEA. Direct peers are W. Schillig, Hülsta, Schlaraffia, Treca Paris, Swiss Sense and Joka. Emma (Sleep) is listed as an emerging player.
Does Hasena have an API?
No public API is recorded for Hasena.
What industry is Hasena in?
Hasena's product category is Bedroom Furniture. Its primary akta.pro industry code is CRAIABAE, Bed Frames, Foundations & Headboards Retail, with a secondary code of CRAIAAAC, Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires). Its NAICS code is 33712 and its SIC code is 2510.