Simba Sleep

Simba Sleep was co-founded in 2015 in the UK by Steve Reid, James Cox and the McClements family.{{Cite web|title=How Simba Sleep's founders raised £58 million {{!}} Gentleman's Journal|url=https://www.thegentlemansjournal.com/article/how-simba-sleeps-founders-raised-58-million/|access-date=23 October 2020|website=The Gentleman's Journal|language=en-GB}}{{Cite web|date=13 October 2016|title=This British mattress start-up has just raised £5m|url=https://londonlovesbusiness.com/this-british-mattress-start-up-has-just-raised-5m/|access-date=23 October 2020|website=Londonlovesbusiness.com|language=en-GB}} The name of the company was suggested by Cox as it was a pet name he used for his partner.{{Cite web|date=13 June 2016|title=Simba Sleep's James Cox talks firmness, pet names and the importance of conical springs in mattresses|url=https://www.cityam.com/simba-sleeps-james-cox-talks-firmness-pet-names-and-the-importance-of-conical-springs-in-mattresses/|access-date=5 November 2020|website=CityAM|language=en-GB}}

Within the first year of the company's launch, Simba Sleep sold its first hybrid mattress within the UK. The company designed the mattress after analysing body profiling data from 10 million people around the world, in conjunction with the Sleep to Live Institute, and manufactured it in a factory in Derby, England.{{Cite web|date=31 August 2016|title=Wake up call: Simba Sleep is the hybrid mattress changing the way we sleep|url=https://www.wallpaper.com/design/simba-the-hybrid-mattress-chainging-the-market-and-the-way-we-sleep|access-date=24 October 2020|website=Wallpaper*}}{{Cite news|last=Manning|first=Ellen|date=13 November 2018|title=Sleep sells: how mattress companies woke up to the science of slumber|language=en-GB|work=The Guardian|url=https://www.theguardian.com/business-to-business/2018/nov/13/sleep-sells-how-mattress-companies-woke-up-to-the-science-of-slumber|access-date=24 October 2020|issn=0261-3077}}

In March 2016, Simba raised £1 million in funding from investors including Sir John Hegarty, as well as Richard Reed, co-founder of Innocent Drinks, and Tom Teichman.{{Cite news|last=Loizou|first=Kiki|title=Mattress maker rouses investors|newspaper=The Times |language=en|url=https://www.thetimes.com/business-money/technology/article/mattress-maker-rouses-investors-investors-buy-into-start-ups-dream-ll3d5lkzd|access-date=23 October 2020|issn=0140-0460}}

Simba's initial investment round was followed by its Series A raise of £5 million in October 2016, as investors looked to support the brands’ overseas growth in markets such as France and Canada.{{Cite news|last=Quinn|first=James|date=12 October 2016|title=Mattress start-up Simba wins firm support in £5m funding|language=en-GB|work=The Telegraph|url=https://www.telegraph.co.uk/business/2016/10/12/mattress-start-up-simba-wins-firm-support-in-5m-funding/|access-date=23 October 2020|issn=0307-1235}} The company received a further £9 million investment in February 2017,{{Cite news|last=Quinn|first=James|date=12 February 2017|title=Mattress retailer Simba Sleep raises £9m from raft of new City investors including husband of Heineken heir|language=en-GB|work=The Telegraph|url=https://www.telegraph.co.uk/business/2017/02/12/mattress-retailer-simba-sleep-raises-9m-raft-new-city-investors/|access-date=23 October 2020|issn=0307-1235}}{{Cite web|date=13 February 2017|title=The mattress startup battle's heating up in the UK as Simba gets in bed with top City investors|url=https://www.cityam.com/mattress-startup-battles-heating-up-uk-simba-gets-bed-top/|access-date=23 October 2020|website=CityAM|language=en-GB}} before unveiling another £40 million injection of funds in November 2017. The Series B round was led by venture capital firm Atami Capital and included backers, such as Nigel Wray, chairman of Saracens rugby union club, and the Swiss private bank Lombard Odier.{{Cite news|last=Evans|first=Peter|title=Cash under the mattress at Simba Sleep|newspaper=The Times |language=en|url=https://www.thetimes.com/business-money/article/cash-under-the-mattress-at-simba-sleep-5cmm858hd|access-date=23 October 2020|issn=0140-0460}}{{Cite web|title=Online mattress startup Simba closes £40 million investment round |url=https://www.businessinsider.com/simba-sleep-40-million-investment-round-2017-12|access-date=23 October 2020|website=markets.businessinsider.com|language=en-us}}

In April 2017, Simba hired the Real Madrid and Wales international footballer Gareth Bale to lead a promotional campaign,{{Cite news|first=Deirdre|last=Hipwell|title=Bale is role model for the laid back|newspaper=The Times |language=en|url=https://www.thetimes.com/article/easy-new-role-for-footballer-zj39t29kl|access-date=26 October 2020|issn=0140-0460}} which included the development of an airplane seat designed to maximise sleep.{{Cite web|title=The aeroplane seat helping Gareth Bale get to sleep|url=https://www.fourfourtwo.com/performance/training/aeroplane-seat-helping-gareth-bale-get-sleep|access-date=26 October 2020|website=fourfourtwo.com|date=11 April 2017 |language=en}}{{Cite web|title=This Mattress Company May Have Designed the Most Comfortable Airplane Seat Ever|url=https://fortune.com/2017/04/21/airplane-seat-memory-foam-simba-sleep/|access-date=30 October 2020|website=Fortune|language=en}}

The British businessman Allan Leighton succeeded Tom Teichman to become chairman of Simba Sleep in August 2018, while continuing to serve as chairman of The Co-operative Group.{{Cite web|title=Allan Leslie Leighton, Simba Sleep Ltd: Profile and Biography|url=https://www.bloomberg.com/profile/person/1529494|access-date=26 October 2020|website=Bloomberg.com|language=en}}{{Cite news|last=Gill|first=Oliver|date=13 August 2018|title=Ex-Asda boss Leighton aims to deliver Simba bounce|language=en-GB|work=The Telegraph|url=https://www.telegraph.co.uk/business/2018/08/12/ex-asda-boss-leighton-aims-deliver-simba-bounce/|access-date=26 October 2020|issn=0307-1235}}

After working with Gareth Bale, the company named England rugby player Maro Itoje in July 2019 as the star of its next UK marketing campaign,{{Cite web|date=23 July 2019|title=Simba launches 'national sleep campaign' with rugby star Maro Itoje|url=https://www.prolificlondon.co.uk/marketing-tech-news/campaign-news/2019/07/simba-launches-national-sleep-campaign-rugby-star-maro|access-date=5 November 2020|website=Prolific London|language=en}} which included the launch of an app that monitors sleep patterns.{{Cite web|date=15 August 2019|title=Can Simba's new app improve your sleep? We put it to the test|url=https://www.standard.co.uk/tech/sleep-tech-simba-sleep-app-tryfor8-a4213696.html|access-date=5 November 2020|website=Evening Standard|language=en}}

At the start of 2020, Simba became operational in nine countries across Europe, Asia, and North America{{Cite web|title=London-based mattress startup Simba Sleep that produces most advanced mattresses in the world bags €21.5M|url=https://siliconcanals.com/news/startups/london-based-mattress-startup-simba-bags-e21-5m/|access-date=24 October 2020|website=Silicon Canals|date=6 January 2020 |language=en-US}} and secured a further $24 million in investment from the American private equity firm Cartesian Capital.{{Cite web|date=3 January 2020|title=Simba raises $24m agreement with Cartesian Capital Group|url=https://www.uktech.news/guest-posts/funding/simba-raises-24m-agreement-with-cartesian-capital-group-20200103|access-date=23 October 2020|website=UKTN (UK Tech News)|language=en-GB}}{{Cite news|last=Hurley|first=James|title=Simba Sleep bundles up US deal to fund global growth|newspaper=The Times |language=en|url=https://www.thetimes.com/world/us-world/article/simba-sleep-bundles-up-us-deal-to-fund-global-growth-ztzgxh5nd|access-date=23 October 2020|issn=0140-0460}}

Simba Sleep has agreed to modify its online sales practices following an investigation by the UK Competition and Markets Authority (CMA). The investigation, launched in December 2023, raised concerns that the company may have misled customers about price reductions and applied undue pressure to make quick purchases. As part of undertakings, Simba Sleep has pledged to ensure that any “was” price reflects a genuine prior sale of the product at that price. Also, clarify the use of countdown clocks on its website, specifying which products they apply to and ensuring they do not create a false sense of urgency or mislead consumers about pricing changes.{{cite news |last1=Competition and Markets Authority |title=CMA secures changes to Simba Sleep’s online sales practices |url=https://www.gov.uk/government/news/cma-secures-changes-to-simba-sleeps-online-sales-practices |work=UK Government |publisher=gov.uk |date=1 August 2024}}

Simba Sleep's standard mattress consists of five layers of foam and 2,500 conical springs, which allow it to be folded in two and vacuum-packed into a cardboard box.{{Cite web|last=Margolis|first=Jonathan|date=16 October 2020|title=Mattress wars: rude awakening for a sleepy market|url=https://www.ft.com/content/85c7e526-8179-11e6-bc52-0c7211ef3198|access-date=24 October 2020|website=Financial Times}} In October 2019, Simba Sleep launched a premium version of its regular hybrid mattress, which contained 5,000 springs.{{Cite web|title=Simba Hybrid Pro Mattresses|url=https://www.which.co.uk/reviews/mattresses/simba-hybrid-pro|access-date=5 November 2020|website=Which?|language=en}}

Simba also launched a duvet containing Outlast, a technology that was originally developed for NASA to protect astronauts from temperature changes during space exploration. The company has since developed its own version of the technology, known as Stratos, which it uses in its duvets and pillows.{{Cite news|last=Rear|first=Jack|date=21 December 2018|title=The best pillows for a luxurious night's sleep|language=en-GB|work=The Telegraph|url=https://www.telegraph.co.uk/recommended/home/best-pillows-luxurious-nights-sleep/|access-date=11 November 2020|issn=0307-1235}}{{Cite web|last=Walden|first=Lisa|date=14 May 2019|title=Simba unveils new hybrid pillow and duvet inspired by space suits|url=https://www.housebeautiful.com/uk/lifestyle/shopping/a27451768/simba-hybrid-pillow-duvet-strato/|access-date=11 November 2020|website=House Beautiful|language=en-GB}}

• Casper Sleep
• Ecosa Group

{{Reflist}}

• [https://simbasleep.com/ Official website]
• Business data for Simba Sleep: [https://www.bloomberg.com/profile/company/1449318D:LN Bloomberg]

{{Mattresses}}

Category:Beds

Category:British brands

Category:Companies based in London

Category:Mattress retailers of the United Kingdom