Mattress manufacturer Simba, which predominantly sell directly to customers through its website, has entered into an exclusive high street partnership with John Lewis. Its mattresses will be on display in John Lewis' Oxford Street, High Wycombe, Milton Keynes and Cribbs Causeway (Bristol) stores, and Peter Jones, this quarter.
Simba offers a combination of Simbatex, memory foam and 2000 conical springs, integrated within five layers of comfort, meaning that a Simba mattress is designed to intelligently shape itself to anyone's frame, even if they are sharing a bed with someone of an opposite build or stature. Simba produces just one type of mattress, in five sizes.
James Cox, Simba co-founder and CEO, says: "You spend on average 26 years of your life on your mattress, yet it's the most underserviced, misunderstood part of one's life, that's why we started Simba. We set out to produce the best and simplify the rest."
Chairman Tom Teichman – also a backer of Made.com, Lastminute.com, and Moshi Monsters – adds: "John Lewis is arguably the most trusted bedroom furniture retailer in the UK, they are renowned experts in product selection. For them to take Simba on as a start-up says everything about the premium quality of what the team have produced, and reinforces our belief, as investors, that Simba will change the way the nation sleeps.
"The current mattress-selling model of inflated levels of so-called discounting means customers are uncertain whether they are getting a good deal or not."
Richard Reed, co-founder of Innocent Drinks, adds: "Combine this with the vast array of choice on the market and there is no way to properly compare price or quality. Simba's well-thought-out and genuinely innovative one-mattress proposition is the solution to a global issue."
Simba is manufactured in the UK under the endorsement of the National Bed Federation.