Nattiluxe Unveils a Quiet Luxury Concept aimed to Raise the Bar beyond Hästens
Female-Led Nattiluxe seeks to Surpass Hästens’ Legacy with Natural Personalized Beds with its Quiet Luxury concept backed by 160 Years of Craftsmanship
Nattiluxe is carving out its own niche in the luxury bed sector by merging a 160-year tradition of handcrafted mattress and furniture making with new standards in aesthetics and personalization.
Unlike many bed manufacturers—which are often male-led—Nattiluxe is headed by Giselle Valle, whose ultimate vision is to deliver premium natural sleep products that supports people to wake up energized, calm and with positive emotions. The means are personalized, sustainable, latex- and foam-free beds that prioritize both long-lasting comfort and environmental responsibility.
She brings seven years of experience as a Director at Hästens. During her tenure, she led the brand’s expansion across Europe with store launches in cities including London, Brussels, Madrid, Istanbul, Rome, Milan, Luxembourg, Paris, Nice, Lisbon, Barcelona, and Marbella. Giselle previously worked for IKEA and is currently Vispring beds agent for Scandinavia.
The goal is to meet the needs of discerning customers who seek comfortable natural beds and expect maximum value for their investment. Products are sold directly to consumers or through specialized selected retailers and interior designers.
Industry observers are already referring to Nattiluxe as a potential “Hästens 10.0,” reflecting its commitment to next-level craftsmanship, personalization, and understated luxury. By placing women’s perspectives at the forefront in a sector traditionally dominated by men, Nattiluxe addresses the preferences of those who often drive home purchases and champion overall family well-being.
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Giselle Valle, Motti Essakow and Faty Eskandarypur
Supporting the leadership team are advisory partners Motti Essakow and Faty Eskandarypur—co-founders of Nestwell Hospitality. Essakow brings two decades of well-being through design across boutique hotels, private residences, and superyacht suites. Eskandarypur, a pioneer of Slow Textiles, has developed collections for houses such as Kenzo, Donna Karan and Marc Jacobs, and safeguards provenance, traceability and circularity in every fibre and finish. In concert with our specialised European artisans in France, Italy, Sweden and Slovakia, they help compose bedrooms that are neuro-aesthetically calming and materially honest—VOC-free, foam- and latex-free, and crafted from renewable natural materials designed to be refreshed and reused. Together, we elevate natural sleep to the quietest form of luxury: lasting, restorative and genuinely sustainable.
Nattiluxe recently inaugurated its flagship store in Stockholm in collaboration with Porsche uniting the concept of healthy living and the quiet luxury lifestyle.
Even the largest fortune cannot rival the power of a truly restorative night’s rest. Research confirms that deep, consistent sleep is essential for producing the endorphins and hormones that keep us balanced, focused and calm. Without it, anxiety can rise, accidents become more likely and the small pleasures of daily life lose their shine.
“Responsible luxury starts with sleep designed for well-being. When we shape spaces and materials to calm the nervous system—quiet light, honest textures, VOC-free, renewable fibres—rest becomes truly restorative. From that foundation, relationships, creativity, and performance rise naturally.” says Motti Essakow