Keeping business in Australia a dream outcome for A.H. Beard and its $75,000 mattresses

In a world that is increasingly globalised it can be tempting to choose the route of fastest or cheapest growth, A.H. Beard CEO Tony Pearson says staying true to its core values and remaining locally made and owned has set the sleep wellness and bedding company apart from the market.

A.H. Beard, which has been a family-owned business since it was founded in 1899, has refused to buckle to the trend of offshore manufacturing and the 123-year-old local business is adamant it won’t go anywhere except into the hands of local employees.

Its founder was Enoch William Beard who established The Australian Bedding Mill in 1899, producing handmade straw palliasses and tufted horsehair mattresses.

At the time, the company was making seven beds a week. Now, five generations later, it produces up to 10,000 mattresses each week and has more than 400 employees. 

Pearson, who joined the business in November 2016, says he is proud and humbled to be a custodian of one of the oldest Australian family businesses.

“It is the extensive history that makes A.H. Beard experts in combining handmade craftsmanship with modern technology to create sleep solutions that help people achieve the deepest, most rejuvenating sleep of their lives,” he tells SmartCompany. 

“While we started as a bed manufacturer, we see our role now as going beyond the bed to educate and support wellness through ‘premium sleep’, which is why we started our Sleep Wellness Centre, a resource for anyone wanting to unlock the potential of their sleep.”

A.H. Beard products under its various brands are available in more than 550 major and independent bedding retailers nationally, and more than 200 stores across Asia and US. 

Commercial properties have also embraced the Australian-made quality of A.H. Beard mattresses, with over 4,500 commercial properties both in Australia and internationally using A.H. Beard beds.

Pearson recently caught up with SmartCompany Plus to discuss A.H. Beard’s unwavering commitment to manufacturing in Australia, and why we’re paying more attention than ever to sleep. 

Value-driven commitment

For A.H. Beard, remaining locally made and owned, is an extension of its family-driven values, allowing the company to support local communities and economies, says Pearson. 

But it is also a way to ensure high-quality control across its products and keep sustainability “at the forefront” of the company’s operations, he adds. 

“Maintaining control over onshore manufacturing has ensured that all A.H. Beard mattresses are made-to-order, which reduces the risk of overproduction and waste so we don’t unnecessarily add to the 1.8 million mattresses that end up in landfill each year,” the CEO explains. 

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At A.H Beard, efficiency, innovation and quality are intrinsically linked. 

“Thanks to all aspects of the business and production being housed so closely, we have a unique ability to quickly update and change our processes to ensure they are efficient and produce minimal waste while always implementing top craftsmanship and innovation,” says Pearson. 

Pearson says onshore manufacturing not only means that all A.H. Beard mattresses are made to a sustainable standard using the company’s highly trained local workforce, but it ensures they have been made in accordance with strict manufacturing codes.

“As a registered ‘Australian-made’ company, A.H. Beard also sources materials from local producers where possible which equally ensures quality in line with these guidelines. This includes ethical sourcing of animal-based textiles such as wool, inspection of raw materials and testing of components,” he says. 

Each A.H. Beard mattress is hand-made to order by specially trained and experienced employees, which helps maintain strict quality controls and means the company is “going above and beyond these standards”, says Pearson. 

“Onshore manufacturing also gives us better and more timely control over production so if any materials or machinery are not up to par and need replacing or reevaluating we are able to do so quickly and efficiently,” he explains. 

“For us, Australian-made products are important due to their inherent high quality in materials, safety and ethical standards, as well as support for the local economy, and unique, authentic Australian characteristics,” he says. 

“These benefits are valued both locally and internationally, with 96% of Australians more likely to purchase Australian-made products and solid global export rates.”

Sleep at a premium

While A.H Beard is clearly proud of its longevity in the market and commitment to remaining locally owned and made, the company is also looking to the future and ensuring it is part of global conversations about the importance of sleep. 

Pearson says there has been a general upward trend for self-care and wellness, and when it comes to mattresses in particular, more people are seeing the value of investing in a product that they will end up spending a quarter of their lives in.

“At A.H. Beard, we call this ‘premium sleep’ and a deep, restorative sleep is a luxury experience that is reflected in the care and time put into our products,” he says. 

While Pearson says the appetite for the company’s mattresses remains strong in Australia, the strongest demand is coming from “China’s sleep market”. 

Chineses customers are looking for innovation, quality and luxury in the wellness space, says Pearson, and for A.H. Beard, this means its ‘Signature’ range of mattresses is retailing for up to $75,000 in that market. 

The fact the mattresses are made by artisans and have Australian-made certifications also helps. 

“Each of these Australian-made mattresses uses top quality natural fibres including cashmere, mohair, alpaca and fine merino wool, and is meticulously handsewn, taking four specialised master craftsmen 10 days to make. This rare level of craftsmanship and luxury materials make this the ultimate in luxury wellness and keep demand for such consistently high,” says Pearson. 

A.H. Beard has continued to provide extensive research and care that goes into each handcrafted bed where design and materials are selected for their ability to help achieve the most consistent, restful and rejuvenating sleep, says Pearson.

“The global mattress market is valued at $50.6 billion, while the wellness industry is $1.5 trillion; consumers are keen to invest in their sleep and wellness creating the perfect opportunity for innovation and growth,” he adds. 

“We have reflected this by increasing our sleep wellness education and providing customers personalised sleep solutions and support to find the best-suited A.H. Beard mattress to achieve restorative, premium sleep.

A.H Beard is also combining its heritage craftsmanship with “innovative solutions to modern problems” to continue to unlock growth, says Pearson. This includes the company’s first fully recyclable mattress in its Origins range, as well as sleep tech accessories, such as Orb Light, which uses light to support customers’ circadian rhythms.

Ultimately, A.H. Beard sees sleep as the first pillar of health, alongside diet and exercise, says Pearson. 

“I believe sleep is becoming an increasingly popular topic as people begin to learn how vital a good night’s sleep is to our overall health,” he says. 

“As a country, we are faced with sleep challenges where 45% of the population isn’t getting enough sleep. As our lives become increasingly busy and technology-driven, many people are falling short of the recommended seven to nine hours of sleep each night and are searching for a solution. 

“Sleep wellness touches everyone’s lives in so many different ways and A.H. Beard aims to contribute positively to this area through education, helping everyone achieve restorative, replenishing and rejuvenating premium sleep.”