When entrepreneur Alistair Hughes
bought a dilapidated bed manufacturing company in the late 1990s, he
set out to create a brand that would prove popular all over the world.
is bringing the world's most expensive bed to the Middle East
"No one can deny it's a lot of money," says Savoir's managing director Alistair Hughes, a former management consultant who acquired the bed manufacturer when it was struggling in the late 1990s.
"But for the kind of people who spend $10,000 a night staying in a presidential suite or driving a fabulous car, it's something that could very well appeal."
is targeting the Middle East, where he
ultra-expensive beds will go down like a storm.
tells BOLD that the Gulf countries, and Lebanon too, are in his
sights as places where he
brand to take off.
has already sold $1.5 million worth of beds to one of his
clients in Lebanon, but that's just the start.
is doing more business than ever in the Gulf and is considering a proposal to open showrooms in Dubai, Qatar and Jeddah.
"We buy clothes to quite detailed specifications of fit and at the very top end of the market you have them made for you," Hughes
"You spend a third of your life in bed, so why wouldn't you have it made for you too?"
The company had been around since 1905, initially set up as the bed-making arm of the Savoy Hotel
By the late 1990s the company was failing but Hughes
reckoned that with the right marketing the brand could be made to work in a world becoming increasingly obsessed with luxury - so he
rescued the company via a management buyout in 1997.
decided to launch the brand outside of the UK, although it is fair to say he
struggled at first, unable to get his
beds into the market.
"Every retailer, even Harrods, told us that our products were too expensive," he
likes to point out that life's most important events - conception, birth and death - usually take place in a bed.
"The bedroom should really be celebrated," he