Furniture & Bedding case study

Multi-Year Advisory, Market Share Expansion & Client Advocacy Acceleration

Crown Posture Bedding

At a glance

Key highlights

Revenue Growth

Double-digit growth for 5 consecutive years, from a ~$10M base toward a $30M target

Team Scale

Sales team grew from 3 reps to 7 reps plus a strategic 2IC

Manufacturing Uplift

Mattress unit capacity scaled 4x, from 60 to 240 per day

Market Position

~$3M share of an estimated $6M Forty Winks market, plus the Beautyrest licence win

The challenge

The Challenge

Crown Posture is a family-owned niche bedding and mattress manufacturer. When the engagement began in 2019, founding owners Stav and Michael Bubunaras recognised the business needed an outside perspective on its structure, culture and commercial direction. The company had real strengths — a premium product, its own freight and delivery operation, a relationship-first culture — but wasn’t commercially leveraging any of them. With just 3 sales reps, no structured sales process, a habit of apologising for cost against larger competitors, and no role clarity between strategic and execution work at leadership level, growth potential was going unrealised. Manufacturing capacity was capped at 60 mattresses a day, with just 3 upholsterers on the floor.

The approach

The Strategic Approach

Bernadette McClelland partnered with Crown Posture across a six-year strategic growth engagement spanning two generations of leadership — beginning with founding owners Stav and Michael Bubunaras in 2019, and continuing with the next-generation leadership team of David Tagg, Dean Bubunaras, Darren Paone and Helen from 2020.

Key Transformation Areas

Role Clarity Across Two Generations

Delivered 360-degree feedback and Role Clarity coaching for the next-generation leadership team, alongside work with the founding owners on leading with possibility rather than risk-aversion and trusting the team to execute.

Commercial Value Positioning

Helped leadership stop apologising for cost and build a premium value story instead — establishing that premium pricing and volume growth weren’t mutually exclusive.

Structured Growth Infrastructure

Built the sales team from 3 reps to 7 reps plus a strategic 2IC, instilled weekly sales meetings with clear agendas, and created a structured new-starter induction process as the team scaled.

The 2020 Five-Year Growth Plan

Formalised an ambitious growth plan built on role clarity, targeted competitor gaps, and doubling down on Crown’s niche premium position rather than following larger rivals.

The results

Results & Tangible Commercial Growth

Sustained Revenue Growth

Double-digit revenue growth for 5 consecutive years — through ownership transition, COVID and beyond — against a starting revenue base of approximately $10M and a $30M target.

4x Manufacturing Scale-Up

Mattress unit capacity grew from 60 to 240 per day, with the upholstery team expanding from 3 to 15 people.

Premium Positioning Proven

Mattress Average Unit Value grew 22%, demonstrating that premium pricing and volume growth could be pursued together.

Industry Recognition

Won Mattress Supplier of the Year with Forty Winks — Australia’s largest bedding specialist — for 3 consecutive years, plus Furniture Supplier of the Year, and secured the Beautyrest licence.

Executive testimonial

“

As GM – Sales and Marketing, I found clarity in my decision making and was better able to hone my skills and abilities. More importantly, I am able to back myself when it comes to executing our strategic vision. To anyone considering working with Bernadette — dive in! It is an eye opener but don’t try unless you are willing to be open and honest. If you do, you’ll get the results you seek. I’d highly recommend Bernadette for any sales team.

Darren Paone
GM – Sales and Marketing, Crown Posture

Questions

Frequently asked questions

What challenge did Crown Posture Bedding face?

In 2019 this family-owned bedding manufacturer had a premium product but just 3 sales reps, no structured sales process and no clear split between strategic and day-to-day work at leadership level.

How did Bernadette McClelland help Crown Posture Bedding?

Through a six-year strategic growth partnership across two generations of leadership, covering executive advisory, role clarity and commercial growth strategy.

What results did Crown Posture Bedding achieve?

Double-digit growth for five consecutive years, a sales team that grew from 3 to 7 reps plus a 2IC, mattress capacity up four times from 60 to 240 a day, and the Beautyrest licence win.

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