When Simba launched in 2016, the company’s science-backed sleep technology set out to solve the most common sleep problems customers face. Today, thanks to its pioneering Hybrid mattress and a successful D2C model, Simba is now one of the UK’s best-known sleep brands and the world’s most five-star-reviewed mattress company, with more than 350,000 customer reviews and over 100 industry awards …
With its ever-evolving ecommerce strategy continuing to gain significant traction and growth showing no sign of slowing, the business identified the opportunity to reach a wider audience by expanding into the physical retail space. Indeed, with many customers preferring to experience a mattress for themselves before purchase, it was a natural next step – a step which Simba believes both bolsters its existing strategy and makes its award-winning sleep products more accessible to shoppers.
Simba’s retail model echoes the strategic success of its online one. With a physical presence in an impressive roster of UK retail locations, the newest and biggest to date is Bensons for Beds. Featuring across 20 city centre and retail park stores, Simba has succeeded in reaching both the urban dwellers and the rural families who make up the majority of its customer demographic.
In addition, Simba mattresses are available to buy in 12 Barker and Stonehouse stores, five John Lewis stores, two each of West Elm and Land of Beds stores, plus a My Next Mattress and a Mattress Online store, as well as a widespread presence in Costco. But the rollout continues – following the positive response to its try-before-you-buy approach, Simba is planning to roll out to more John Lewis stores and to Pottery Barn stores in 2026.
And as part of its innovative strategy to actively support these retail partnerships alongside its online presence, Simba has created an interactive store finder for its website, showcasing the retail locations of its products – boosting brand awareness on both sides, while giving shoppers the opportunity to choose what works best for them, be it shopping online or visiting a store in a convenient location.
To develop and support the brand’s presence in physical stores, Simba has established a wholesale team dedicated entirely to these partnerships. As well as video calls with store managers, the team also provides regular store visits and in-person presentations which include detailed training and product explanation using models showing the internal layers of each mattress design.
In addition, all members of Simba staff, whatever their department, are encouraged to support their local store by visiting to glean feedback from staff and answer their queries.
Simba has also committed to supporting retail partnerships on a broader marketing level – for example, by investing in significant campaigns to support the launch of both its Hybrid ranges in Bensons for Beds. Alongside PoS branding, the brand included Bensons for Beds in its linear TV campaign, highlighted the brand in sponsorship advertisements across Smooth, Capital and Heart radio, and targeted out-of-home activity in specific locations across the UK, encouraging footfall to nearby stores.
PoS support is also provided at Barker and Stonehouse, West Elm and John Lewis, with the wholesale team working directly with each retailer to ensure the creative design is in tune with their respective retail environment.
Simba’s retail expansion has proved popular with both shoppers and their retail partners, playing a key role in Simba’s move to a more omnichannel brand. Indeed, following the successful rollout of its Hybrid mattress ranges, Simba’s retail offer has grown to feature many of its award-winning accessories – including duvets and pillows – enabling customers to experience Simba sleep solutions beyond the mattress.
This success is paramount to maintaining and building partnerships, says Keri Blunden, head of wholesale and contract sales at Simba: “Each retail collaboration is incredibly important to us and reflects a careful strategy. We work with established retailers who bring strong customer trust and nationwide reach, helping us make our sleep technology products widely accessible.”
Simba’s journey from an online ecommerce giant to a multichannel leader shows exactly how technology and innovation can drive growth across different retail landscapes. The brand has not only adapted to shifting consumer expectations but also helped shape them, proving that ecommerce success can translate into physical spaces when backed by a strong product story and a reputation for quality.
With a growing roster of retail partners and a continued commitment to excellence and innovation, Simba is well positioned to strengthen its place as a leading UK sleep-tech brand – online, on the high street, and in homes across the country.
To find out more about retail partnerships with Simba, email [email protected].
Pictured: Simba’s game-changing Hybrid mattress
