Behind the Brand is about getting to know the people shaping design-led businesses from within the industry. Jasper Sundh is a senior commercial leader at Hästens, working across wholesale, retail and hospitality markets globally. With a career built on international growth and premium brand development, Sundh brings a measured, performance-led perspective to one of the world’s most established luxury sleep brands.

You’re originally from the Netherlands and now based in Sweden. How did that journey unfold?

I’m originally from the Netherlands and have been based in Sweden for the past 35 years. Much of my career has been international, focused on building and scaling premium businesses across global markets. Sweden became a natural base through my work with Hästens, my family and a strong alignment with Scandinavian values around quality, performance and long-term thinking.

What is your role at Hästens?

I work as an operational executive in senior commercial leadership, with a focus on wholesale, retail and hospitality globally. My role centres on growth, partnerships and execution, supporting our partners to build strong, profitable businesses while remaining true to what Hästens stands for.

What brought you to Australia recently?

The visit was about strengthening partnerships, supporting the local team and being present for a key milestone, the opening of the Melbourne store. Australia is an important market for Hästens, and being on the ground always provides deeper insight than working remotely.

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How was the Melbourne store opening received?

Very positively. The response was strong and the store reflects where Hästens is today. Melbourne has a mature design culture and a genuine appreciation for quality, so it felt like a very natural fit for the brand.

Have you always had an interest in design?

Yes, but always from a functional perspective. For me, good design starts with purpose, how something performs, how it lasts and how it improves everyday life. Aesthetics are important, but they should never come before function.

What resonates with you about wellness and quiet luxury?

Quiet luxury is about confidence, not needing to shout. The same applies to wellness. When something is well made and truly functional, you feel it rather than see it. That philosophy aligns closely with how we think about sleep, performance and long-term wellbeing at Hästens.

What’s next for Hästens globally?

Continued, focused growth. That means strengthening distribution, improving store quality, building deeper partnerships and expanding further into hospitality and wellness. We’re not chasing scale for its own sake. The focus is on long-term value, market by market.

Hästens
hastens.com

Photography
Dijana Risteska