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From Home Furnishing Business
BEDGEAR Announces Opening of Flagship Store in Sydney
November 17,
2025 by Karen Parrish in Business Strategy, Industry 
BEDGEAR®, renowned in the sleep industry for pushing boundaries to offer innovative solutions for people who aspire to Wake Ready®, has announced the opening of its newest global flagship store at Westfield Miranda, Sydney. This opening represents the brand’s second flagship store worldwide and a major milestone in its continued international expansion.
The new experiential space is designed as a fully immersive retail environment, showcasing the complete BEDGEAR range available in Australia. This includes the brand’s award-winning Performance® Pillows, Mattresses, and Bedding engineered for airflow, temperature regulation, and personalized comfort.
Following the success of BEDGEAR’s first Sydney flagship, the brand has seen firsthand the power of experiential retail to drive awareness, engagement, and sales not only in-store but across its expanding retail and digital channels.
In 2025, BEDGEAR’s retail partner network doubled, with the opening of 50 new retail doors through the OMF retail network, strengthening the brand’s national footprint and accessibility, and adding to the existing 80 stores nationwide with Snooze Australia. At the same time, e-commerce revenue has seen tremendous growth year-on-year, following the brand’s re-platforming to Shopify Plus and a localized marketing strategy that focused investment on content, sponsorships, and PR-led events.
“The timing of our second flagship is strategically linked to the expansion of our retail partner network,” Ross Stuart, President of BEDGEAR APAC, said. “This store is critical in raising awareness of the BEDGEAR brand within a traditionally stale category. By creating a destination where consumers can experience our products firsthand, we’re educating the market and helping our retail partners succeed.”
“Our brand is deeply tech-driven, but the moment consumers experience BEDGEAR firsthand, it overdelivers, both in comfort and quality of sleep,” BEDGEAR’s Founder/CEO Eugene Alletto added. “For us, it’s about helping people truly understand what it means to be personally fit for sleep, because not everybody’s hot, not everybody’s cold, and not everybody should compromise in bed. BEDGEAR is a complete sleep solution, designed to optimize your rest and recovery so you can Wake Ready® to deliver.”
The Westfield Miranda flagship represents the next step in BEDGEAR’s global strategy, offering consumers a hands-on experience with the brand’s patented products and innovative Sleep ID® fitting technology. The store will serve as both a retail destination and a blueprint for future experiential spaces planned across Australia, the U.S., and other key international markets.