Farmingdale, New York-based mattress and sleep accessories supplier Bedgear has opened its second global flagship store at Westfield Miranda, Sydney as the brand continues its international expansion.
According to a news release, the new experiential space is designed as a fully immersive retail environment offering consumers a hands-on experience with the brand’s patented products and Sleep ID fitting technology. The store showcases Bedgear’s complete range available in Australia, including its Performance pillows, mattresses and bedding, which are engineered for airflow, temperature regulation and personalized comfort.
Following the launch of its first Sydney flagship, company officials said they’ve seen firsthand how the experiential retail model is driving awareness, engagement and sales in store and across its expanding retail and digital channels. In 2025, Bedgear’s retail partner network doubled with the opening of 50 new retail doors through the Original Mattress Factory retail network, adding to the existing 80 stores nationwide with Snooze Australia. At the same time, e-commerce revenue has seen year-over-year growth following the brand’s replatforming to Shopify Plus and a localized marketing strategy that invests in content, sponsorships and PR-led events.
“The timing of our second flagship is strategically linked to the expansion of our retail partner network,” Ross Stuart, president of Bedgear APAC, said. “This store is critical in raising awareness of the Bedgear brand within a traditionally stale category. By creating a destination where consumers can experience our products firsthand, we’re educating the market and helping our retail partners succeed.”
“Our brand is deeply tech-driven, but the moment consumers experience Bedgear firsthand, it overdelivers, both in comfort and quality of sleep,” Bedgear’s founder and CEO Eugene Alletto added. “For us, it’s about helping people truly understand what it means to be personally fit for sleep, because not everybody’s hot, not everybody’s cold and not everybody should compromise in bed. Bedgear is a complete sleep solution, designed to optimize your rest and recovery so you can Wake Ready to deliver.”
The Westfield Miranda flagship represents the next step in Bedgear’s global strategy and will serve as a blueprint for future experiential spaces planned across Australia, the U.S. and other key international markets, the news release said.
