In Finland, Hullut Päivät is a big deal. Stockmann’s famous “Crazy Days” sale is part shopping, part spectacle. Yellow bags, daily bargains, themed pastries… it’s a tradition. But the highlight this season was one particular item.

A Hästens bed. Priced at €59,000. You read that right.

The bed was discounted from €74,180, so technically, yes, it was a real deal. But do people shopping for €60k beds really wait for seasonal sales? Probably not. Does Stockmann expect to sell many of these? I doubt it. If they do, great — but that’s not the main point.

From a marketing perspective, this is pure PR. A clever move, to be fair. Add a shocking, almost unbelievable product to the flyer, and suddenly the sale isn’t just about running shoes and electronics. Everyone is talking about the €59,000 bed. That conversation benefits all three players: Stockmann gets buzz, Vepsäläinen (the actual seller) gains visibility for its new store inside Stockmann, and Hästens (the Swedish luxury bedmaker) reinforces its position as a super-premium brand.

For Hästens in particular, the effect is smart. By putting a €60k bed in the spotlight, they anchor their brand so high up the scale that suddenly a €10k bed feels almost affordable. It’s classic price psychology: show something extreme to make the next tier look reasonable.

So was the discount honest? Yes. But the real value isn’t in the savings. It’s in the story. And that’s why I see this as a PR move first, and a sales move second.