Product details

UK based Simba Sleep (Simba) founded in 2015 had launched a five layered mattress that suited 95% of customers' sleep solutions. The brand developed its mattress using 'cutting-edge technology' and promoted it for a 'perfect night's sleep'. Simba marketed the brand with innovative videos and stories on social media sites and used them as a tool to draw customers. Simba offered products through the company website and also by partnering with retailers including John Lewis, Furniture Village, Ocado, Argos, Amazon, Souk, Takealot and over 100 AIS stores. After attaining success in Europe, Simba had plans to expand overseas and as part of that tied up with Primo International, a distributor of furniture and mattresses to the North and South American markets. Given the tough international competition, it remained to be seen whether Simba would be able to repeat its success in the international markets and earn a loyal customer base.