What Beds R Us does

Beds R Us is an Australian specialty retailer of mattresses, bed bases, bed frames, adjustable bases, bedroom furniture, and bedding accessories, operating 70+ locally owned (franchise/licensee) stores across Australia's East Coast and an e-commerce storefront at bedsrus.com.au. The company was founded in 1990 and is headquartered in Loganholme, Australia, with a corporate headcount in the 51–100 range. Its product portfolio is organised around three core brand partnerships — Sleepyhead (For You, Oasis, Slumber/Deluxe Slumber, Sanctuary, Swisstek, Nourish), SleepMaker (Miracoil, Osteo, Cocoon, Pure Balance), and Wonderest (Home, Relax, Solace) — all exclusively Australian-made and exclusive to Beds R Us, plus TEMPUR, TheraPur, and Bambi Linen accessories. Underlying mattress technology centres on Smart Suspension Technology (SST) with a SmartCell core and 1000 individually responsive pocketed springs, paired with KülKōte Silver and Fusion gel-infused memory foams, Airwave Quilt airflow layers, Ultra-Fresh antimicrobial treatment, and 5-zone Flexicoil systems in the Osteo range (endorsed by Osteopathy Australia and Sports Chiropractic Australia).

Revenue is generated almost entirely through one-time mattress and bedroom furniture sales, with price points spanning AUD 299 entry-level Wonderest mattresses to AUD 6,349 RRP Oasis Indulgence luxury models, and a finance stack (Humm, Latitude Gem Visa 0% APR to 60 months, Afterpay, Zip) that supports higher-ticket purchases up to AUD 30,000. The go-to-market is predominantly direct-to-consumer via physical showrooms with sleep-expert consultation, supplemented by an online store with delivery and setup services; new 2025 product launches include the Oasis Signature range, a Wonderest Relax mattress-in-a-box line, the Sleepyhead Deluxe Slumber range, and a new store in Runaway Bay, Gold Coast. The company is privately held with no disclosed funding rounds, no M&A, and no public listing.

Name

Beds R Us

Legal name

Beds R Us Australia

Website

https://bedsrus.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Beds R Us is an Australian specialty retailer selling exclusively Australian-made mattresses, bed bases, bedroom furniture, and bedding across 70+ franchised stores on the East Coast and an e-commerce site, with Sleepyhead, SleepMaker, and Wonderest as core brand partners.

Ownership category

akta.pro rank

Product category

Mattress and Bedroom Furniture Retail

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Adjustable Beds & Bases Retail (CRAIABAB), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC), Bed Frames, Foundations & Headboards Retail (CRAIABAE)

Keywords

• Mattress retail
• Bedroom furniture
• Bed frames bases
• Adjustable beds
• Bedding accessories

Headquarters

HQ city

Loganholme

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Mattress Sales: Primary revenue stream from sale of mattresses across multiple brands, sizes (Single to Super King), and comfort levels (Super Firm to Ultra Plush). Products are sold as one-time purchases with RRP and sale pricing.
2. Bed Frames and Bases: Sale of bed frames, bed bases, and adjustable bases that complement mattress sales.
3. Bedroom Furniture: Sale of bedroom furniture including bedside tables, tallboys, dressers, chests, and blanket boxes.
4. Bedding and Accessories: Sale of pillows, mattress protectors, quilts, and bed linen (Bambi Linen brand).
5. Delivery and Setup Services: Delivery and setup services offered to customers, generating additional service revenue.
6. Finance Services: Partnership with Humm, Latitude, Afterpay and Zip for interest-free financing, enabling higher-value purchases through installment payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Beds R Us is an Australian mattress and bedroom furniture retailer operating 70+ locally owned stores across Australia's East Coast, supplemented by an e-commerce website. The company sells Australian-made mattresses across multiple proprietary brand ranges (Sleepyhead, SleepMaker, Wonderest, TEMPUR, TheraPur), bed frames, bed bases, adjustable bases, bedroom furniture, and bedding accessories, with delivery, setup, and interest-free finance options.

Product overview

Beds R Us is an Australian mattress and bedroom furniture retailer operating 70+ locally owned stores. The company offers a comprehensive product portfolio centered on mattresses across multiple brands and comfort levels, complemented by bed bases, bed frames, adjustable bed bases, bedroom furniture, and bedding accessories. The mattress offering is organized around major brand partnerships including Sleepyhead (with ranges For You, Slumber/Deluxe Slumber, Oasis, Sanctuary, Nourish, Swisstek), SleepMaker (with ranges Miracoil, Osteo, Cocoon, Pure Balance), and Wonderest (with ranges Home, Relax, Solace). All mattresses are Australian made and exclusive to Beds R Us, with options spanning all standard mattress sizes (Single through Super King) and five comfort levels (Super Firm, Firm, Medium, Plush, Ultra Plush).

Differentiator

Problem solved

Functional benefit

Products and services

• Sleepyhead For You Range Premium Australian-made mattress range featuring Smart Suspension Technology that integrates a SmartCell core with innovative pocketed coils to minimize partner disturbance. Includes Deluxe, Ultimate, Summit, and Pinnacle tiers across multiple comfort levels.
• Sleepyhead Slumber Range Mid-range supportive and comfortable mattress range with full-width pocket springs for targeted support, including a Deluxe Slumber variant with enhanced comfort technology.
• Sleepyhead Oasis Range Luxury mattress collection featuring Smart Suspension Technology Pro with 1000 individually responsive springs, temperature-regulating KülKōte Silver and Fusion gel-infused memory foam, designed for pressure relief and minimal partner disturbance.
• Sleepyhead Sanctuary Range Premium hybrid mattresses combining traditional craftsmanship with modern innovation, featuring cooling titanium and gel-infused memory foam with luxury natural fibres.
• Sleepyhead Nourish Range Mattresses featuring copper-infused Dunlop Foam technology providing superior pressure relief, freshness, and temperature regulation for cooler, more comfortable sleep.
• Sleepyhead Swisstek Range Premium mattress range with Swiss-inspired engineering and quality materials.
• Wonderest Home Range Budget-friendly Australian-made mattress collection including Value, Flip, Contour, and Comfort models, featuring high-quality foam construction for a consistent, balanced feel.
• Wonderest Relax Mid-range Australian-made mattress available in medium and plush comfort levels; also offered as a mattress-in-a-box solution compressed and rolled for convenient delivery.
• Wonderest Solace Premium Wonderest line featuring enhanced support and comfort layers, available in firm and deluxe medium comfort options.
• SleepMaker Miracoil Range Back care mattress range endorsed by Sports Chiropractic Australia, featuring a precision-engineered continuous coil system for exceptional back support and spinal alignment, including Strahan, Deloraine, Mandalay, and Bellingen models.
• SleepMaker Osteo Range Specialist mattress range endorsed by Osteopathy Australia, featuring a 5-zone Flexicoil system and naturally cooling KulKote Silver with pressure-relieving Latex Gold; includes Pure Balance models in multiple comfort levels.
• SleepMaker Cocoon Range SleepMaker mattress collection offering comfortable sleep solutions across multiple comfort options.
• SleepMaker Pure Balance Range Balanced comfort and support mattresses from SleepMaker, designed to combine supportive construction with comfortable sleep surfaces.
• Bed Frames Complete range of bed frames including Hayman, Portsea, Hamilton, and Esperance models in various styles and finishes.
• Bed Bases Long-lasting bed bases providing superior support, including Nova Designer Bases in multiple colors (Black, Smoke, Graphite, Linen).
• Adjustable Bed Bases Electric adjustable bed bases allowing users to change sleep position at the touch of a button for customizable comfort, reading in bed, and snoring or circulation relief.
• Bedroom Furniture Quality bedroom furniture including the Yarra range (Dresser, Tallboy, Bedside Table) and Nook range (Dresser with Mirror), plus bedside tables, tallboys, dressers, chests, and blanket boxes.
• Bedding (Bambi Linen) Premium bedding collection including pillows, mattress protectors, quilts, and bed linen from the Bambi brand, plus a Goose Down Quilt (60% goose down, 40% goose feather with 100% cotton cover).
• Delivery and Setup Services Delivery and setup services provided to customers who purchase in-store or online, ensuring proper installation of mattresses and furniture across Australia's East Coast.
• Interest-Free Finance Options Interest-free and buy-now-pay-later finance options via Humm, Latitude Gem Visa, Afterpay, and Zip, allowing customers to spread payments on mattress and furniture purchases.

Quantifiable outcome

• 100% Australian made mattresses exclusive to Beds R Us
• +3 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• SleepyheadcoreStrategic or Co-development PartnerSleepyhead is a key brand partner offering premium Australian-made mattresses. Beds R Us carries exclusive Sleepyhead ranges including For You, Oasis, Slumber, Deluxe Slumber, Sanctuary, Swisstek, and Nourish. Sleepyhead mattresses feature proprietary Smart Suspension Technology and are exclusively available at Beds R Us.
• SleepMakercoreStrategic or Co-development PartnerSleepMaker is a major brand partner offering Australian-made mattresses including Miracoil and Osteo ranges. SleepMaker mattresses feature technologies endorsed by Osteopathy Australia and Sports Chiropractic Australia. Available exclusively at Beds R Us.
• WonderestcoreStrategic or Co-development PartnerWonderest is a key brand partner offering budget to mid-range mattresses including Wonderest Home, Wonderest Solace, and Wonderest Relax ranges. Wonderest mattresses are Australian made.
• BambisupportingChannel Partner/ Reseller/ DistributorBambi is a brand partner offering bedding products including pillows, mattress protectors, and quilts sold through Beds R Us.
• Furniture CourtsupportingChannel Partner/ Reseller/ DistributorFurniture Court supplies bedroom furniture including Yarra range (dressers, tallboys, bedside tables) and Nook range to Beds R Us.
• Osteopathy AustraliasupportingStrategic or Co-development PartnerSleepMaker Osteo range is officially endorsed by Osteopathy Australia, lending credibility to the product's spinal alignment and back care benefits.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Adairs: Australian specialty home retailer with growing bedding and bedroom accessories category. Partial overlap with Beds R Us on bedding products (pillows, mattress protectors, linen) rather than core mattresses.

Broad incumbents

• Harvey Norman: Large Australian big-box retailer carrying mattresses, bedroom furniture, and home goods alongside electronics and appliances. Overlaps with Beds R Us on mattress and bedroom furniture categories but operates at much broader scale.
• TEMPUR Sealy International: Global premium mattress manufacturer whose TEMPUR brand is carried by Beds R Us and competing retailers. Comparable on premium positioning and memory-foam technology, though operates as a manufacturer/supplier rather than direct competitor retailer.
• Domayne: Australian furniture and homewares retailer (part of the Harvey Norman group) offering mattresses, bedroom suites, and bedding accessories. Competes in adjacent furniture and sleep product categories at higher price tiers.

Direct peers

• Koala: Australian mattress-in-a-box disruptor selling direct-to-consumer mattresses, bedroom furniture, and bedding. Competes with Beds R Us on price, delivery convenience, and trial policies, especially for younger and online-first shoppers.
• Ecosa: Australian online mattress and sleep products brand offering mattress-in-a-box, bed frames, and pillows. Directly competes with Beds R Us in the value/mid-range segment with a digitally native model.
• Sleeping Duck: Australian-made mattress-in-a-box brand with proprietary foam technology. Competes on Australian-made credentials and convenience, both of which overlap directly with Beds R Us's positioning.
• Snooze: Australian bedding specialist retailer operating physical showrooms with mattress, bedroom furniture, and bedding product lines. Competes head-to-head with Beds R Us across price tiers and complements furniture category offerings.
• Forty Winks: Australian specialty mattress and bedding retailer with a comparable franchise/store network model, similar multi-brand portfolio (SleepMaker, Tempur), and matching in-store consultation plus finance offerings. Directly competes with Beds R Us for Australian-made mattress shoppers.

Others

• Sleepyhead (manufacturer): Australian mattress manufacturer and exclusive supplier to Beds R Us. Comparable on product category and Australian-made technology, but operates as a brand partner/wholesaler rather than retailer competitor. Their Smart Suspension Technology powers much of Beds R Us's premium lineup.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BedsRUsAustralia
• Facebookfacebook.com/bedsrusau
• Instagraminstagram.com/bedsrusaustralia
• Pinterestau.pinterest.com/bedsrusaust
• TikToktiktok.com/@bedsrusaustralia
• Xx.com/bedsrusaust

Revenue estimate

Valuation estimate

Number of profiles

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 Beds R Us