Chinese happy to pay $75k for this handmade Padstow mattress
Forking out $75,000 just to get a good night’s sleep might seem excessive but an Australian family firm is changing the way Chinese buyers look at a mattress.
The Express
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Fancy paying a yearly wage for a truly special handmade mattress?
Surprisingly a growing number of Chinese customers are paying $75,000 (AUD) splurging on these mattresses made by Padstow’s family-owned business AH Beard.
The mattress, which includes merino wool, cashmere and alpaca for a super comfy sleep, are made here in Padstow under the watchful eye of master craftsman Neville Middleton.
Even if you can’t afford these fancy mattresses, the chances are you are already using AH Beard products, including their innovative King Koils.
The proud fourth generation company — founded by Enoch William Beard in 1899 as The Australian Bedding Mill — marked its 120 years with a grand party for its 170 workforce last Thursday.
Chief executive Tony Pearson said it was rare for an Aussie firm to be in family hands for 120 years, with the fifth generation already moving in.
“To be family-owned for 120 years is incredible and very few companies in Australia can boast of this,” Mr Pearson told The Express.
“It has not been smooth sailing but the family has professionalised the team 15 years ago, which has put the company in a strong position.
“We are the second biggest mattress manufacturer in Australia with bases in all states except NT.
“We export to several countries including China, Hong Kong, South Korea, Thailand, PNG and have licensing agreements in the US and Fiji.”
Mr Pearson, who took over as CEO a few years ago after serving as consultant previously, said the $75,000 mattresses, which retail for $25,000 in Australia, have a growing market in China.
“We sell at least half a dozen of them each month and orders are growing,” Mr Pearson said.
“Our spring system is unique and won the Queen’s award.
50 BRANDED STORES IN CHINA
“ AH Beard has around 50 branded stores in China where we are working with Shanghai Green retailers.”
Fourth generation Beard, Garry, is chairman and his brother Allyn is a director while Garry’s children, Matthew, Rachel and Sally also work for the company.
More than 35 per cent of AH Beard’s revenue comes from the Padstow base where master craftsman Middleton, 66, gently puts together those $75,000 mattress, which includes components from all over the planet.
These mattresses, which can be purchased for $25,000 in Australia, take around 10 days to finish if Mr Middleton is working on his own.
Middleton, the longest serving employee with 36 years behind him, said there are many challenges but his satisfaction is seeing customers get the best sleep possible.
“It’s rewarding as every mattress is unique, but if there is a stain or mark, we have to start all over again,” said Mr Middleton, whose son Michael is also working at the factory.
The Padstow factory produces 2500 mattresses each week.
WHEN TO CHANGE YOUR MATTRESS
“Mattresses should ideally be changed after 7-8 years but many do after 10 years,” Mr Pearson said.
“It is estimated by the experts that 7.4 million Australians don’t get proper sleep every day, which works out to be about $66 billion (in lost productivity).
“We are proud we build some of the highest quality products in Australia and continue to promote local sourcing and employment.
“We will continue to expand in Australia where we have a healthy market share of around 20 per cent, which has risen over the past few years.
“Improving and providing better sleep is our mission.”
HISTORY
1899: Enoch Beard starts The Australian Bedding Mill producing handmade straw palliasses and horsehair mattresses
1826: Fires guts the factory, leaving Beard ruined
1927: Enoch’s son Albert and his wife Ada restarted the business, making mattresses by hand, with only half a gold sovereign to his name
1946: Albert’s son Austin improves latest bedding-spring machinery into Australia
1970: King Koil, the first chiropatric-approved mattress, is manufactured
1996: Brothers Garry and Allyn starts expansion in Australia and overseas, setting up a base in Auckland, New Zealand.
1999: Wins Australian Family Business of the year
2012: Inducted into Family Business Australia’s Hall of Fame; former Prime Minister John Howard opens first stores in Shanghai
2013: Launches six-week sleep challenge, winning the Mumbrella Award for Insight.
2015: Moves across the road to the purpose-built factory in Padstow.