Sweet dreams

For 125 years now, premium Australian bed and mattress manufacturer A.H. Beard has been putting its customers’ sleep and wellbeing at the very center of its operations.

Founder Enoch William Beard established what was then known as The Australian Bedding Mill in 1899, producing handmade straw palliasses and tufted horsehair mattresses. Today, A.H. Beard is evolving into an international powerhouse, with Enoch’s descendants now developing some of the most technologically innovative premium bed and mattress designs on the market.

In 1996, fourth-generation Beard brothers Garry and Allyn took over the helm, and have embarked on a successful journey of national and international growth for the company.

“Celebrating 125 years is a significant milestone for us, both as a business and family,” Allyn says.

“Our company’s longevity speaks volumes about our commitment to quality, innovation and building lasting relationships across every aspect of the business.”

Better sleep

Living by the ethos of ‘Improving Lives Through Better Sleep’, A.H. Beard is a leader in premium beds and mattresses, offering superior comfort and quality for better sleep.

“Our goal is to help people achieve premium sleep – one that is the deepest, most restful and rejuvenating, to help individuals unlock their best selves,” Garry says.

“Our vision for the future is to build on our legacy by embracing innovation, expanding our global footprint and upholding the values that have guided us for 125 years.”

The Beard family continues to be at the forefront of the company’s operations and expansion, with two fifth-generation family members currently on the board and multiple others in active roles across the business.

“The next generation of the Beard family is already making strides within the business, with key individuals preparing to take on leadership roles,” Allyn says.

“Our succession plan is designed to equip the next generation with the necessary skills and experience to ensure a seamless transition, preserving the company’s legacy while driving it forward – we hope for the next 125 years and then some.”

While working so closely with family has a reputation for sometimes being fraught, Garry says at A.H. Beard, it’s an incredibly rewarding experience, with all family members approached with clear communication, mutual respect and a shared vision.

“Open dialogue and a commitment to the business’ best interests help maintain a healthy and productive work environment,” Garry explains.

“We’re proud of this family-oriented ethos, which has extended to our employees, some of whom work together across generations to create their own A.H. Beard legacy.”

Sleep wellness

Ensuring a good night’s rest is a science that the team at A.H. Beard has embraced, ensuring its products provide the ultimate conditions for body and mind during slumber and beyond. It has introduced several revolutionary mattress innovations to Australia over the years and instigated successful initiatives to improve sleep wellness – including the Six Week Sleep Challenge, which was awarded the Mumbrella Award for Insight in 2013.

In 2020, the A.H. Beard Sleep Wellness Centre was launched and is a source of information and inspiration for people who want to make sleep the basis for wellness in their lives. A collaboration between A.H. Beard and renowned sleep health experts, the Centre features a four-week Sleep Wellness Program, which provides expert sleep coaching tips and advice to enrolled participants.

“The foundation to unlocking premium sleep quite literally is the bed we’re lying on, and this is increasingly recognized by shoppers who are investing in quality mattresses,” Garry says.

“Sleep wellness is a growing priority for consumers and the demand for premium sleep is clear, with the global market for sleeping aids projected to reach US$169 billion within the next decade.”

This is achieved with the application of state-of-the-art technology.

“We’re constantly innovating to enhance our product offerings and customer experience,” Garry explains. “Currently, we’re focusing on expanding our premium product lines to meet the evolving needs of our customers while staying true to our commitment to quality and service.”

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In 2016, A.H. Beard released Australia’s first-ever smart mattress to the market, SleepSense, and has since continued to innovate with even more advanced technological offerings. The following year it launched its revolutionary Smart Sleep Technology, the smart iComfort mattress range specially designed for bedroom retailer Forty Winks.

In 2020, as the COVID-19 pandemic hit, the company worked alongside the Advanced Manufacturing Growth Centre and Stryker to build beds to provide surge capacity in hospitals. And there’s plenty more in the pipeline, according to the brothers.

Innovation in sustainability

With non-recyclable mattresses currently making up 32 percent of the Australian mattress market, and with over one million mattresses discarded into landfill each year, A.H. Beard takes sustainability very seriously. In 2021, it launched its Origins line, the nation’s first truly sustainable and fully recyclable sleep range devised for Australians to contribute to a greener future while enjoying the ultimate night’s rest.

Origin mattresses are made using locally sourced wool fibers and fabrics from organic cotton and Tencel (sourced from the pulp of sustainably grown eucalypts), and also boasts the world’s first 100 percent recyclable pocket spring support system. Free of genetically modified organisms, synthetic foams and glues, each component can be disassembled for recycling at the end of its life.

With a dedicated team of over 400 employees across seven factories in Australia and New Zealand, A.H. Beard has also remained resolutely local.

“Remaining local has ensured we’ve built a strong culture centered around quality and innovation, as well as a family-oriented atmosphere that encourages collaboration and professional growth,” Garry says.

Partnerships also play a central role in its operations.

“Our partnership with Harvey Norman, for example, has been a key part of our business for decades and was established by my father,” Allyn explains.

“Since 1962, we’ve been committed to providing quality products that align with Harvey Norman’s values and customer base.”

For all its channel partners, A.H. Beard strives to consistently offer high-quality products and services that improve business performance and also promote health and wellbeing through its global sleep wellness program.

“Our suppliers provide us with the most innovative, quality raw materials and expertise in services, which enables us to deliver value to our customers and ensures we maintain consistency, innovation and growth,” Garry adds.

“These relationships are built on trust, collaboration and shared goals, allowing us to be competitive and responsive in an ever-evolving market.”

A global footprint

Last year, A.H. Beard celebrated a decade of exporting its Australian sleep suites to China. One of its most popular mattresses for the Chinese market is its Signature mattress, which can retail for up to US$75,000. Now, with over 50 stores across China, further expansion plans are afoot to open 50 more A.H. Beard stores over the next few years in the country.

In 2017, the company expanded further into the Asian market, exporting into South Korea and Papua New Guinea; two years later it commenced importing to Thailand.

“Our international expansion is a significant step in positioning A.H. Beard as a global leader in premium sleep,” Garry says. “By entering new markets, we’re not only increasing brand recognition but also bringing our expertise to a broader audience.”

Despite this incredible growth, the company has remained resolute in its focus on helping local communities and giving back to those in need. During Australia’s devastating 2019–2020 bushfire season, the company launched its ‘Mattress For a Mate’ initiative, which provided beds for people who lost their homes.

As its success story continues to unfold amid the demand for premium beds and mattresses at home and internationally, the brothers say A.H. Beard will always remain true to its family roots.

“We are a family of families, and our history is testament to our ability to adapt, grow and lead in the industry,” Allyn says.