The Comfort Group

What The Comfort Group does

The Comfort Group is Australasia's largest bedding and foam manufacturer, operating as a privately held, fourth-generation family-owned business headquartered in Auckland, New Zealand, with a co-headquarters in Melbourne, Australia. The company manufactures mattresses, specialty foams, bedding accessories, and carpet underlay across seven production facilities in Australia and New Zealand, distributing under a portfolio of sub-brands that includes Sleepyhead (the New Zealand consumer flagship), SleepMaker (the Australian and New Zealand consumer brand), Dunlop Foams (commercial foam), Dunlopillo (premium latex), Wonderest, Tattersfield, Design Mobel, and Sleepyhead Flooring. The customer base spans consumer retail (B2C) served via branded websites and retail partners, plus direct commercial and trade buyers (B2B) in the hospitality sector and related industries. The company is the only bedding manufacturer in the Southern Hemisphere to also produce its own specialty foam in-house, which underpins a circular-economy operation where offcuts are fed into carpet underlay production (Sleepyhead Flooring) and spring waste is reused by Pacific Steel.

Revenue is generated primarily through hardware sales across consumer and commercial channels, with international reach into China, Hong Kong, and Japan. Distribution is multi-channel: 12 branded e-commerce sites, retail partnerships, direct enterprise sales for hotel chains and institutional customers, and dedicated trade distribution for specialty foam products. Pricing is not publicly disclosed. The company pursues brand-led marketing via its owned websites and earned media, supported by community sponsorships (e.g., the Farmers Santa Parade in Auckland). Demand-side recognition is strong - Sleepyhead has held the title of New Zealand's Most Trusted Bedding Brand continuously from 2014 to 2025, and SleepMaker was rated Australia's #1 mattress brand for customer satisfaction by Canstar Blue in 2020. Leadership combines family ownership (Graeme and Craig Turner, with directors representing the fourth generation) and professional management (Chairman Mark Sandelin, Executive Director Stefan Geertsema, divisional CEOs Chris Taylor and Grant Paine). The Comfort Group does not publicly disclose revenue figures; no funding rounds, M&A activity, or IPO plans are indicated, consistent with its privately held family-ownership structure.

A defining strategic priority is the Sleepyhead Estate at Ohinewai in North Waikato - a $1.2 billion, 178-hectare master-planned development combining a manufacturing hub with a 1,100-home residential community, projected to create 2,600 jobs over a decade. The project is being co-developed with Waikato-Tainui iwi under a Tangata Whenua Governance Group and has secured rezoning approval, resource consents for earthworks, and inclusion in the Government's Covid-19 fast-track consent process. The Comfort Group also operates a wholly-owned property-holding subsidiary, Ambury Properties, which supports the real-estate dimension of this expansion. Beyond the Ohinewai build, the company launched Project Zero in 2019 as a group-wide sustainability initiative, anchored by alliances including Soft Landing (a national mattress recycling programme) and circular-economy partnerships. No AI/ML capability, proprietary platform, or digital-data business is described in publicly available sources.

Name

The Comfort Group

Legal name

The Comfort Group

Website

https://thecomfortgroup.co

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

101–250 employees

Short description

The Comfort Group is Australasia's largest mattress and foam manufacturer, a fourth-generation family-owned business producing consumer bedding and commercial foam products across seven facilities in Australia and New Zealand under brands including Sleepyhead, SleepMaker, and Dunlop Foams.

Ownership category

akta.pro rank

Product category

Bedding and Mattress Manufacturing

NAICS

Mattress Manufacturing (337910), Urethane and Other Foam Product (except Polystyrene) Manufacturing (326150), Furniture and Related Product Manufacturing (337)

SIC

Household Furniture (2510), Plastics Foam Products (3086), Retail-Furniture Stores (5712)

akta.pro primary industry

Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

akta.pro secondary industries

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA), Pillows & Pillow Systems Retail (CRAIABAC), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Mattress manufacturing
• Bedding products
• Specialty foam
• Commercial bedding
• Carpet underlay

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Mattress and Bedding Products: Manufacturing and selling mattresses, pillows, quilts, and bedding accessories under brands including Sleepyhead, SleepMaker, Dunlopillo, Design Mobel and Wonderest.
2. Specialty Foam Products: Commercial and specialty foam products for business, trade and consumers. Major supplier of commercial bedding products to world top hotel chains.
3. Carpet Underlay: Production of carpet underlay through Sleepyhead Flooring brand, using recycled foams and offcuts from manufacturing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Comfort Group manufactures and sells mattresses, pillows, quilts, bedding accessories, specialty foam products, and carpet underlay across Australia and New Zealand under consumer brands (Sleepyhead, SleepMaker, Dunlopillo, Wonderest, Tattersfield) and commercial brands (Sleepyhead Commercial, SleepMaker Commercial, Dunlop Foams). It is the only bedding manufacturer in the Southern Hemisphere that also produces its own specialty foam, serving both retail consumers and commercial customers including hotel chains, healthcare, institutional, and trade sectors.

Product overview

The Comfort Group operates as a diversified bedding and foam manufacturer offering a portfolio of consumer and commercial brands. The core offering consists of mattresses under brands Sleepyhead (New Zealand's most trusted brand), SleepMaker (Australia's #1 mattress brand), Dunlopillo (premium latex), Wonderest, and Tattersfield. The company is unique as the only bedding manufacturer to also make its own specialty foam in the Southern Hemisphere, producing commercial foam products under Dunlop Foams for healthcare, hospitality, furniture, and institutional sectors. Supporting products include adjustable bases, bedding accessories (pillows, quilts), and Sleepyhead Flooring (carpet underlay made from recycled materials). Manufacturing spans seven facilities across Australia and New Zealand, with exports to China, Hong Kong, and Japan.

Differentiator

Problem solved

Functional benefit

Brands

• Sleepyhead: Flagship bedding brand, New Zealand's most trusted bed brand 2014-2025
• SleepMaker
• Dunlop Foams
• Dunlopillo
• Design Mobel
• Wonderest
• Sleepyhead Flooring
• Sleepyhead Commercial
• SleepMaker Commercial
• Tattersfield
• Clark Rubber

Products and services

• Sleepyhead Mattresses and Bedding Flagship New Zealand consumer mattress and bedding brand offering mattresses, bedding accessories, and related sleep products. Voted New Zealand's Most Trusted bedding brand from 2014-2025.
• SleepMaker Mattresses and Bedding Leading mattress brand in Australia and New Zealand producing mattresses and bedding products for consumers. Recognized as Australia's #1 mattress brand for customer satisfaction by Canstar Blue in 2020.
• Dunlop Foams Specialty Foam Products Premium specialty foam manufacturing brand supplying commercial and business foam products to hotels, healthcare, institutional, and furniture industries across Australia and New Zealand.
• Dunlopillo Premium Latex Bedding Premium latex foam and bedding brand offering high-quality mattresses and pillows made from sustainable latex sourced from Sri Lankan rubber trees.
• Sleepyhead Flooring Carpet Underlay Carpet underlay product line utilizing recycled foams and offcuts from The Comfort Group's New Zealand factories, supporting sustainability initiatives.
• Sleepyhead Commercial Bedding New Zealand commercial bedding division supplying premium mattresses and bedding products to some of the world's top hotel chains and hospitality businesses.
• SleepMaker Commercial Bedding Australian commercial bedding division offering mattresses and bedding solutions for hotels and hospitality businesses.
• Design Mobel Furniture New Zealand furniture brand offering contemporary furniture products.
• Tattersfield Bedding New Zealand bedding brand offering mattresses and sleep products to consumers.
• Wonderest Mattresses and Bedding Bedding brand offering mattresses and sleep products to consumers.
• Bedding Accessories (Pillows, Quilts) Pillows and quilts including products made with Ecoloft fibre from recycled plastic bottles, organic and natural fibres including sustainable latex, cottons, silks, wools, and cashmere.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Waikato-TainuicoreStrategic or Co-development Partner · 13 November 2019Sleepyhead signed an agreement with Waikato-Tainui to work together on the company's billion-dollar manufacturing and housing project in Ohinewai. Partnership established through the Tangata Whenua Governance Group.
• Pacific SteelminorStrategic or Co-development PartnerSpring offcuts from manufacturing are sent to Pacific Steel to be reused in steel and wire products, demonstrating circular economy approach.
• Soft LandingcoreStrategic or Co-development PartnerSleepMaker Australia is a founding partner and supporter of Soft Landing, a national mattress recycling programme operating across NSW, ACT, VIC and WA.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Tempur Sealy International: The world's largest mattress manufacturer (NYSE: TPX), producing Tempur-Pedic and Sealy branded mattresses and commercial bedding. Comparable as a finished mattress manufacturer with multi-brand portfolio and commercial/hospitality supply capability, though much larger and globally diversified.
• Serta Simmons Bedding: US-headquartered mattress manufacturer producing Serta, Simmons Beautyrest, and Tuft & Needle brands across consumer and hospitality channels. Comparable as a multi-brand mattress manufacturer with significant commercial/hospitality supply to hotel chains.

Direct peers

• AH Beard: Australia's heritage bedding manufacturer operating since 1899, producing innerspring and foam mattresses through multiple brands and supplying Australasian retailers. Directly comparable as a regional bedding manufacturer competing in the same Australasian market.
• Recticel: Belgian polyurethane foam and bedding manufacturer producing both specialty foam products (insulation, automotive) and finished mattresses under brands like Beka. Comparable as a vertically integrated foam-and-mattress manufacturer serving European and global markets.
• King Koil: Global mattress brand licensing manufacturing across multiple regions, supplying premium innerspring, foam, and hybrid mattresses to retail and hospitality channels. Comparable as a multi-region mattress brand manufacturer with global hospitality supply.
• Carpenter Co. US-based polyurethane foam manufacturer producing comfort, bedding, furniture, and specialty foam products. Comparable as a specialty foam manufacturer serving bedding, furniture, and commercial customers — analogous to The Comfort Group's Dunlop Foams division.
• Therapedic International: Global mattress brand licensing manufacturing across multiple regions, producing premium sleep products sold through retail and hospitality channels. Comparable as a multi-brand mattress manufacturer with licensing model and global hospitality supply.

Emerging players

• Koala: Australian direct-to-consumer mattress-in-a-box brand competing head-on with Sleepyhead/SleepMaker in the Australian consumer mattress segment. Compares as a same-market, same-customer competitor with a fundamentally different cost and channel structure.
• Eva Sleep: Australian DTC mattress and bedding brand focusing on memory foam and hybrid products sold online. Comparable as a same-region competitor targeting the same consumer mattress customer with a digitally-native model.
• Sleeping Duck: Australian DTC mattress brand selling premium hybrid and memory foam mattresses direct online. Comparable as a same-region, same-segment competitor with a digitally-led model targeting millennials and first-home buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Comfort Group