Eugene Alletto, Founder/CEO, and Tyler Sakry, Director, Marketing & Sales: International, at BEDGEAR, shares an insight into the business following its strategic launch into the UK and Ireland markets.
Back in May, US sleep brand BEDGEAR announced its newest partnership with bedding manufacturer and distributor The Fine Bedding Company. This collaboration marked BEDGEAR’s strategic entry into the UK and a further expansion into Ireland, aiming to bring Performance® sleep solutions to a new audience of retailers and consumers.
Through this partnership, The Fine Bedding Company will serve as a distributor of BEDGEAR products across the UK and Ireland. The relationship will focus on expanding BEDGEAR’s retail presence, bolstering ecommerce operations, and delivering dynamic consumer engagement experiences, all while introducing BEDGEAR’s personalised shopping journey and breathable Performance® products to the region.
A few months on, Tyler revealed more about progress made so far. “We’re excited to introduce several of our top-performing and award-winning products to the UK and Ireland, including the Storm Performance® Pillow and Night Ice Performance® Pillow, which are consumer favourites known for advanced cooling technologies. We’re also bringing best-sellers like the Dri-Tec® Performance® Mattress Protector and the Ver-Tex™ Performance® Mattress Protector, as well as BEDGEAR’s Performance® sheets.
“Additionally, BEDGEAR’s retail displays and in-store experiences are available in the UK and Ireland. BEDGEAR’s M3 Performance® Mattress, the industry’s first dual-sided modular mattress, which allows users to choose between four different levels of firmness on either side of the mattress, is also coming to the UK and Ireland soon. These products were selected for their proven success and ability to meet the growing demand for Performance® sleep solutions in these markets.
“The initial response to BEDGEAR in the UK and Ireland has been incredibly positive. Retailers and consumers alike are showing strong interest in our products and our Performance®-driven approach. We’re already seeing early adopters in both sectors who are excited to bring something new and innovative to the sleep category.”
BEDGEAR already has some weight behind its brand, with over 280 worldwide patents and trademarks, as well as being available in more than 6,500 retail stores globally. So, why was the UK and Ireland markets of interest? And why now?
Tyler continued: “Globally, consumers are increasingly prioritising health and wellness, seeking out purpose-driven products that enhance their everyday lives—especially when it comes to sleep. This trend is especially relevant in the UK and Ireland, where there’s a clear gap in the market for Performance® sleep products.
“Our expansion includes strategic retail partnerships, experiential in-store destinations, and a digital-first approach that puts education and engagement at the forefront. We believe this market is ready for a sleep brand that focuses on Performance®, personalisation, and a better night’s rest. In the coming months, we’ll be launching immersive retail experiences, a best-in-class digital presence, and consumer engagement initiatives that we believe will truly energise the market.”
Digging deeper into these future plans, Tyler said that retail displays are paramount to the success of the brand, fully endorsing all of the work that goes into making each product. Furthermore, consumer engagement initiatives range from partnering with a variety of events. “In terms of retail experiences, BEDGEAR has a long history of providing its retailers with innovative and interactive retail displays that both attract customers and educate them on products.
“BEDGEAR always aims to have all its touch points, which includes its in-store displays, reflect the same quality of innovation that it builds into its products, which helps the brand stand out from the crowd and create a more consumer-friendly and engaging shopping experience. BEDGEAR has found great success with its retail displays both domestically and internationally and plans to utilise them in the same way in both the UK and Ireland.
“In terms of consumer engagement initiatives, BEDGEAR also has a long history of engaging with different sports teams and performance-based events. BEDGEAR is currently the Official Sleep Partner of the Dallas Mavericks and has worked with other professional sports teams as well as professional and Olympic athletes.
“Additionally, BEDGEAR has also focused on creating activations and consumer engagement initiatives at performance-based events such as the New York City Marathon, or, more recently, Ironman Australia. BEDGEAR has seen great success with these partnerships and events and intends to replicate this approach and explore similar opportunities in the UK and Ireland.”
The company has seen a growing shift through its retail and direct channels, due to customers being “savvier”, as Eugene explains: “People don’t just want soft, firm, or somewhere in-between. They want solutions that adjust to them—their sleep style, their environment, their recovery needs. That’s where we thrive. We’re continuing to build a product roadmap rooted in breathability, adaptability, and longevity. We’re scaling with purpose, not ego.
“We’re doubling down on innovation too — not tech for tech’s sake, but meaningful tools that elevate how people sleep and recover. We’re evolving our digital experience so customers can be guided and fitted for their sleep essentials anywhere in the world. We’re also putting more muscle behind circular materials and smart logistics to ensure our environmental footprint shrinks as we grow. Every investment has to align with one question: does it make people sleep better and live better?
“We’re not just showing up in Europe—we’re showing up differently. We’re not here to copy-paste our US playbook. Europe is a marketplace that values craftsmanship, design, integrity, and substance—all things that fuel our vision. You’ll see more collaborations, exclusive regional product drops, and a tighter alignment between sleep science and local lifestyles. We’re building relationships, not just distribution. And we’re here to raise expectations, not just meet them.”
Since 2009, BEDGEAR has been pushing the limits to deliver enhanced sleep solutions, with its constant innovation and product development core to its business. “BEDGEAR is not just a mattress, pillows, and sheets company,” Eugene said. “We’re a precision-engineered brand of Performance® that personalises all aspects of your sleep.
“Everything we create is built to individual body type, sleep position, and temperature preference, moving and responding to your body in real time. While most of the industry is busy selling nostalgia, we’re focused on the future of recovery. That means personalisation at scale, patented airflow innovations, and a fitting process that removes the guesswork. BEDGEAR isn’t a product line—it’s a system designed to help you wake up ready.”
