US sleep brand Bedgear partners with We Scout and Ironman Australia for Aussie launch
With its release into Australia, American sleep brand Bedgear is working with comms agency, We Scout, on integrated campaigns, partnerships and media strategy. The brand is also partnering with Ironman Australia for its release.
The announcement:
BEDGEAR®, the Performance® Sleep brand has officially landed in Australia, on a mission to revolutionise how Australians sleep, recover, and perform every day. With a flagship store at Warringah Mall in Brookvale and expanding its online operations, along with a partnership with IRONMAN Australia, the move marks the brand’s latest effort to promote a personalised, science-backed approach to sleep, positioning it as a key pillar of longterm health and wellbeing. BEDGEAR’s ethos is that sleep isn’t just about feeling rested, it’s the foundation of your health span; your ability to live longer, stronger, and better.
While the bedding industry has traditionally marketed standardised products, BEDGEAR’s model emphasises individualised fit and advanced materials, aiming to challenge the “one-size-fits-all” norm. With cutting-edge tech and personalised fit, BEDGEAR offers what the rest of the industry won’t: no compromise. The brand encourages customers to get fitted for their pillow or mattress, just like they would get fitted to for a bike or suit.
This approach aligns with broader health trends, as discussions around sleep quality, recovery, and performance become increasingly mainstream. BEDGEAR’s further expansion into the Australian market highlights a growing interest in solutions that go beyond conventional bedding to support holistic health and recovery.
Founder and CEO Eugene Alletto says the company’s international growth is rooted in challenging traditional bedding norms. “Our success in the U.S. and other global markets comes from rejecting the ‘one-size-fits-all’ myth,” said Alletto. “Over 250,000 Australians are already using our products because they see sleep performance as essential to overall health.”
With growing awareness of the link between sleep and wellbeing, BEDGEAR’s expansion into the Australian market comes at a time of increased consumer interest in tailored health products. The company’s offerings—featuring temperature-regulating materials such as moisture-wicking Dri-Tec® and cooling Ver-Tex® layers—are designed to promote uninterrupted sleep through advanced airflow and fabric technologies. BEDGEAR currently holds more than 280 global patents.
The brand’s partnership with IRONMAN Australia includes support for high-profile endurance events such as IRONMAN 70.3 Port Macquarie, IRONMAN Melbourne 70.3, and the Noosa Triathlon. This collaboration reflects BEDGEAR’s alignment with high-performance lifestyles and its broader message that sleep is integral to physical recovery and resilience.
BEDGEAR products are now available in Snooze stores nationwide, with the company pursuing both wholesale and flagship retail strategies. It is also investing in consumer education, aiming to raise awareness of sleep’s impact on immunity, energy levels, and daily performance.
To support its expansion efforts, BEDGEAR has partnered with Australian communications agency we scout, which will oversee media strategy, partnerships, and integrated campaigns.
Source: We Scout
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