A.H. Beard

Premiumisation Strategy, DNA, Competitive Advantage, Branding & Marketing Development 

A.H. Beard is a fifth generation Australian family business that has been manufacturing mattresses since 1899. The business is passionate about improving lives through better sleep, and combines craftsmanship and innovative technology to create a portfolio of products that are distributed globally.

We worked in partnership with the A.H. Beard management team to create a premiumisation strategy to maximise value perception and growth potential in what is a highly competitive market, and increase share in the rapidly expanding sleep wellness category.

Our work commenced by aligning the business around the premium NEO consumer mindset, and researching the customer choice factors that drive growth at various price points. We then helped uncover and articulate the unique business DNA, providing a roadmap to better deliver exceptional value across a range of channels and customers. 

Implementing the plan included establishing a Premium Sleep positioning, refreshing the masterbrand brand identity, and overseeing execution at all touch-points.  We helped establish unique propositions and marketing content for all sub-brands, and supported innovation projects including the creation of a new luxury range and accompanying marketing assets. 

A key strategic initiative involved the creation of the Sleep Wellness Centre. This included content development and PR planning to establish Rachel Beard as the category expert in sleep advice, leading to valuable earned media coverage and brand awareness.

Visit https://ahbeard.com to experience the value they create for consumers, retailers, hospitality and corporate sectors wishing to experience Premium Sleep.