Jaspa Herington
Jaspa Herington is an Australian privately-held bedding manufacturer founded in 1991, producing pillows, quilts, blankets, protectors, underlays, toppers, and bath towels under proprietary ExcelFibre technologies and four sub-brands, distributed via DTC e-commerce and major retailers including Myer and Harvey Norman.
- Company typePrivate
- Founded1991
- HeadquartersBayswater, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jaspa Herington does
Jaspa Herington is an Australian privately-held bedding manufacturer founded in 1991. The company designs, produces, and distributes a range of sleep-related products including pillows, quilts, blankets, mattress protectors, underlays, toppers, and bath towels. Its portfolio is organized across multiple sub-brands — Herington (premium positioning), Jaspa (everyday range), Jaspa Black (performance-focused), and Jaspa Infinity (innovation tier) — underpinned by a family of proprietary fibre technologies branded as ExcelFibre, ExcelWool, ExcelCotton, ExcelLatex, ExcelMicroFibre, ExcelDown, and MicroPol. The catalogue contains more than 96 SKUs priced from approximately $35 to $2,449.95 per item.
The company operates a multi-channel distribution model. Direct-to-consumer e-commerce (jaspa.com.au) is layered with wholesale relationships at major Australian retailers including Myer, Harvey Norman, Big W, Spotlight, Big Bedding, Pillow Talk, and Crown Gifts. The company also supplies into the hospitality segment via Crown Hotels. There is no indication of external capital raised, international distribution, or ownership outside founder/private hands, and the headcount is reported at 51–100 employees. Certification is used as a deliberate market-positioning layer: Jaspa Herington holds ISO 9001 quality management certification and is approved under the National Asthma Council of Australia's Sensitive Choice program for allergy and asthma suitability.
The business is headquartered in Bayswater, Victoria, with operations confined to Australia. Pricing structure, sub-brand segmentation, and credentialing programs together indicate a strategy of premium-tier capture within the Australian specialty bedding category rather than a volume/discount positioning, supported by reach into both mass-market retail (Big W) and premium department-store and hospitality channels.
Jaspa Herington firmographics
Firmographics- Name
- Jaspa Herington
- Legal name
- Jaspa Herington
- Website
- https://jaspaherington.net.au
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Jaspa Herington is an Australian privately-held bedding manufacturer founded in 1991, producing pillows, quilts, blankets, protectors, underlays, toppers, and bath towels under proprietary ExcelFibre technologies and four sub-brands, distributed via DTC e-commerce and major retailers including Myer and Harvey Norman.
- Ownership category
- akta.pro rank
Jaspa Herington industry classification
Industry- Product category
- Bedding Products
- akta.pro primary industry
- Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)
- akta.pro secondary industry
- Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)
Keywords
Where Jaspa Herington is headquartered
LocationHeadquarters
- HQ city
- Bayswater
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Jaspa Herington business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of bedding products including pillows, quilts, protectors, underlays, toppers, and bath towels through their e-commerce website and major Australian retailers.
- Wholesale/Distribution: Supply of bedding products to major Australian retailers including Myer, Harvey Norman, Big W, Spotlight, Big Bedding, Pillow Talk, and Crown Gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pillows - Entry level (Jaspa brand) |
| Unit Pricing | Pay-as-you-go | Pillows - Mid range (Herington brand) |
| Unit Pricing | Pay-as-you-go | Pillows - Premium (Latex, Specialty) |
| Unit Pricing | Pay-as-you-go | Quilts - Value range |
| Unit Pricing | Pay-as-you-go | Quilts - Mid range |
| Unit Pricing | Pay-as-you-go | Quilts - Premium (Down & Feather, Natural fibres) |
| Unit Pricing | Pay-as-you-go | Protectors |
| Unit Pricing | Pay-as-you-go | Underlays & Toppers |
Go-to-market motion1 record
Distribution channels9 records
Marketing channels7 records
Jaspa Herington product offering
Product offeringCore offering
Jaspa Herington manufactures and supplies a multi-tiered range of bedding products including pillows, quilts and blankets, mattress and pillow protectors, underlays and toppers, and bath towels. The company operates four sub-brands — Herington (premium), Jaspa (everyday quality), Jaspa Black (performance), and Jaspa Infinity (innovative MicroPol) — using proprietary fibre technologies such as ExcelFibre, ExcelWool, ExcelLatex, ExcelDown and MicroPol to deliver hypoallergenic, temperature-regulating comfort products sold direct-to-consumer and through major Australian retailers.
Product overview
Jaspa Herington is a proudly Australian-owned bedding company since 1991 offering a multi-tiered portfolio of comfort bedding products through four distinct sub-brands: Herington (premium luxury), Jaspa (everyday quality), Jaspa Black (performance-engineered), and Jaspa Infinity (innovative designs). The product portfolio spans pillows, pillow cases, quilts & blankets, mattress & pillow protectors, underlays & toppers, and bath & towels—available in natural fibres (down/feather, wool, alpaca, cotton, latex) and synthetic materials (microfibre, Micropol, memory foam, polyester). Products are categorized by sleep style (back, side, tummy sleeper), profile (high/low/curved), firmness (soft/medium/firm), warmth level (light/warm/ultra warm), and material type. The company holds ISO 9001 certification and Sensitive Choice approval from the National Asthma Council Australia for allergy-friendly products.
Differentiator
Problem solved
Functional benefit
Brands
- Herington: Luxury bedding comfort and support - premium quality bedding products
- Jaspa
- Jaspa Black
- Jaspa Infinity
Products and services
- Pillows Range of consumer pillows designed for different sleep styles, profiles, and material preferences, including hypoallergenic options approved by the National Asthma Council Australia's Sensitive Choice program. Targeted at Australian consumers seeking sleep-style-specific head and neck support.
- Quilts & Blankets Consumer quilts and blankets offering temperature-regulating comfort across light, warm, and ultra-warm TOG ratings and seasonal variants, including hypoallergenic options for asthma and allergy sufferers.
- Mattress & Pillow Protectors Protective covers for mattresses and pillows designed to extend bedding lifespan, available in waterproof, hypoallergenic, and seasonal variants for Australian consumers.
- Mattress Underlays & Toppers Underlays and toppers designed to enhance mattress comfort, support, and year-round temperature control for Australian consumers.
- Bath & Towels Bath towels, towel sets, and bath mats in microfibre and Egyptian cotton for Australian household consumers.
- Pillow Cases Pillow cases in sateen and hypoallergenic fabrics across standard, king, European, body, and curved sizes for Australian consumers.
Companies that use Jaspa Herington
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles6 records
Jaspa Herington technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Jaspa Herington partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- MyercoreMajor Australian department store retailer distributing Jaspa Herington bedding products through their retail locations across Australia.
- Harvey NormancoreMajor Australian retailer distributing Jaspa Herington bedding products through their stores nationwide.
- Big WcoreAustralian discount retailer chain distributing Jaspa Herington products.
- SpotlightminorAustralian craft and homewares retailer distributing Jaspa Herington bedding products.
- Big BeddingminorAustralian specialty bedding retailer distributing Jaspa Herington products.
- Pillow TalkminorAustralian specialty bedding retailer distributing Jaspa Herington products.
- Crown GiftsminorRetail gift shop associated with Crown Hotels distributing Jaspa Herington bedding products.
- Crown HotelscorePremium hospitality partner trusting Jaspa Herington for quality bedding in their hotel accommodations.
- National Asthma Council AustraliacoreStrategic partnership through the Sensitive Choice program, providing official approval and endorsement of Jaspa Herington products as suitable for asthma and allergy sufferers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Jaspa Herington competitors and assessment
Company assessmentDirect peers
- Bambury: Australian home textiles brand producing pillows, quilts, throws and bedding accessories under its own label. Comparable as an Australian-designed bedding manufacturer/wholesaler serving similar retail and DTC channels.
- Sheridan: Premium Australian bedding brand (owned by Pacific Brands) selling sheets, pillows, quilts and bedroom accessories. Closest comparable as a heritage Australian bedding manufacturer/retailer serving overlapping customer segments across department-store and DTC channels.
- Dusk: Australian bedding and home retailer offering quilts, pillows, mattress toppers and bedroom accessories. Comparable as an Australian bedding retailer serving similar customer segments across physical and online channels.
- Canningvale: Australian bedding brand specialising in quilts, pillows, mattress toppers, mattress protectors and bath textiles. Directly comparable as an Australian bedding manufacturer with overlapping product portfolio and similar multi-channel distribution model.
- Adairs: Australian specialty bedding and home retailer with a broad assortment of quilts, pillows, mattress toppers and protectors. Comparable as a multi-channel bedding retailer operating across similar product categories and customer demographics.
- Tontine: Long-established Australian bedding manufacturer producing pillows, quilts, mattress protectors and sleep accessories. Directly comparable as an Australian-made bedding manufacturer serving mass-market and retail channels.
Emerging players
- Sleeping Duck: Australian mattress brand that has extended into pillows and bedding accessories. Comparable as a digitally-native Australian sleep brand entering adjacent bedding categories.
- Ecosa: Australian bed-in-a-box brand expanding into sleep accessories and bedding. Comparable as a digitally-native Australian bedding brand competing for overlapping consumer mindshare.
- Koala: Australian bed-in-a-box brand that has expanded into pillows, mattress toppers and sleep accessories. Comparable as a well-capitalised Australian DTC bedding brand encroaching on the same accessory categories.
Broad incumbents
- Hollander Sleep Products: Large North American manufacturer of pillows, mattress pads, protectors and bedding accessories across multiple brands. Comparable as a much larger incumbent bedding-accessories manufacturer demonstrating the category scale and product breadth benchmarks in the industry.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jaspa Herington social profiles
Digital presenceJaspa Herington financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jaspa Herington leadership team
Management profileNumber of profiles
Jaspa Herington funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jaspa Herington M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jaspa Herington
What does Jaspa Herington do?
Jaspa Herington manufactures and supplies a multi-tiered range of bedding products including pillows, quilts and blankets, mattress and pillow protectors, underlays and toppers, and bath towels. The company operates four sub-brands — Herington (premium), Jaspa (everyday quality), Jaspa Black (performance), and Jaspa Infinity (innovative MicroPol) — using proprietary fibre technologies such as ExcelFibre, ExcelWool, ExcelLatex, ExcelDown and MicroPol to deliver hypoallergenic, temperature-regulating comfort products sold direct-to-consumer and through major Australian retailers.
Is Jaspa Herington a public or private company?
Jaspa Herington is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jaspa Herington founded?
Jaspa Herington was founded in 1991. It employs 51 to 100 people.
Where is Jaspa Herington based?
Jaspa Herington is headquartered in Bayswater, Australia, in the Oceania region.
How does Jaspa Herington make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale/Distribution.
Who are Jaspa Herington's main competitors?
Direct peers on record are Bambury, Sheridan, Dusk, Canningvale, Adairs and Tontine. Emerging players are Sleeping Duck, Ecosa and Koala. Hollander Sleep Products is listed as a broad incumbent.
Does Jaspa Herington have an API?
No public API is recorded for Jaspa Herington.
What industry is Jaspa Herington in?
Jaspa Herington's product category is Bedding Products. Its primary akta.pro industry code is CRAIALAA, Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers), with a secondary code of IMAOAKAB, Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels).