A.H. Beard, Australia’s oldest and longest-standing mattress manufacturer, has been appointed the exclusive licensee for Serta in Australia and New Zealand, effective 1 July 2025.
This agreement marks a significant milestone for both companies, representing a strategic step forward in expanding the Serta brand across the region. The partnership is expected to unlock new growth opportunities through expanded distribution channels, enabling A.H. Beard and Serta to strengthen their position across core business sectors.
“It’s a privilege to join forces with Serta in Australia and New Zealand,” said Garry Beard, Chairman and Managing Director of A.H. Beard. “This partnership represents a powerful opportunity to grow our business, diversify our offerings, and provide consumers with some of the most advanced sleep solutions in the world. We’re excited about what we can achieve together as a team.”
Tonya Berry, Vice President, Licensing and Global Expansion at Serta Simmons Bedding, added: “We are excited to partner with A.H. Beard to further strengthen and grow Serta’s presence and influence in this important region. Their experience in the local market, commitment to excellence, and shared vision make them the ideal partner to represent our brand.”
The collaboration between Serta Simmons and A.H. Beard underscores the shared commitment of both companies to delivering superior quality, innovation, and customer satisfaction. By combining global expertise with local market knowledge, Serta is well-positioned for continued success in Australia and New Zealand.
