AH Beard continues to unlock regional potential
Asia's appetite for luxury consumer goods holds vast potential for premium brands looking to make their mark in the region. As one of Australia's top three bedding brands, AH Beard sees opportunities to build on the successes it has already achieved in the first few months of its Asian expansion.
Asia's appetite for luxury consumer goods holds vast potential for premium brands looking to make their mark in the region. As one of Australia's top three bedding brands, AH Beard sees opportunities to build on the successes it has already achieved in the first few months of its Asian expansion.
"Improving people's lives through superior sleep is what we do, and this is how we aim to connect ourselves to the consumer in China," says CEO Paul Longman.
Outstanding Australian quality and workmanship have marked AH Beard's mattresses and mattress accessories for 114 years. Having been the Australian licensee of leading international bedding brands, the company launched the AH Beard brand in China to represent its values as a family-owned enterprise spanning five generations. With products that are meticulously handcrafted using Australian materials and the latest technologies, AH Beard creates a level of opulence for Chinese consumers to aspire to and experience.
Having found an ideal partner in luxury retailer Shanghai Green, AH Beard has opened nine AH Beard-branded stores in Shanghai, with plans for five more. The company also has products in 30 other stores on the mainland and 15 stores in Hong Kong through two partners for whom it serves as an original equipment manufacturer. Enabling AH Beard to enter the mid-market segment, these partnerships have jump-started the company's growth and fostered synergies between Chinese retailers and Australian manufacturers.
AH Beard also sees opportunities to link Chinese consumers with other high-end Western bedding brands through its partner company DLB Global. DLB manages brands entering China and encourages them to benefit from established networks to ease their entry and expansion into Asia. "We'd love the opportunity to take a brand further, and we're making it possible to go into Asia," Longman says. "Asia is the vehicle to carry on with our growth."
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