Serta, part of the brand portfolio of leading global sleep company Serta Simmons Bedding LLC, has appointed A.H. Beard, Australia’s oldest and longest-standing mattress manufacturer, as the exclusive licensee for Serta in Australia and New Zealand, effective July 1, 2025.
Company officials said this agreement marks a milestone for both companies and a strategic step 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 Sydney-based 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, based in Doraville, Georgia, said: “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.”
Read more industry news at BedTimesMagazine.com.
