Serta® Names A.H. Beard as Exclusive Licensee for Australia and New Zealand

Furniture World News Desk on 6/10/2025

Serta®, part of the Serta Simmons Bedding (SSB), LLC brand portfolio, has announced the appointment of A.H. Beard as the exclusive licensee for the Serta brand in Australia and New Zealand, effective July 1, 2025.

The agreement marks a strategic development for both companies, designed to expand the reach of Serta’s products and strengthen distribution across the region. A.H. Beard, a family-owned mattress manufacturer founded in 1899, will leverage its market knowledge and infrastructure to support the brand's growth locally.

"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 partnership is intended to support Serta’s global expansion strategy by combining SSB’s international brand strength with A.H. Beard’s established position in the Australian and New Zealand markets. The collaboration is expected to support growth in both retail and commercial sectors, aligning with both companies’ emphasis on quality, innovation, and customer satisfaction.

About Serta Simmons Bedding
Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit https://sertasimmons.com.

About A.H. Beard
Established in 1899, A.H. Beard is widely recognized as Australia's oldest and longest-standing mattress manufacturer. Founded by Enoch William Beard as the Australian Bedding Mill, the company has remained proudly family-owned for over 125 years, spanning five generations. From its humble beginnings in Sydney, A.H. Beard has grown into a trusted name in premium sleep, renowned for its commitment to quality, innovation, and local craftsmanship. Offering a diverse range of mattresses that combine traditional expertise with cutting-edge technology, A.H. Beard continues to deliver exceptional comfort to Australian families and has expanded its presence to international markets including China, Hong Kong, the United States, Brazil, the UK, and Europe. For more information about A.H. Beard, visit https://ahbeard.com.