UK mattress-in-a-box brand Simba has agreed an exclusive nationwide distribution partnership agreement with Sleep Country, one of Canada’s largest retailers of mattresses and sleep accessories, which operates through over 250 locations.

Steve Reid, Simba co-CEO and co-founder, says: "With a market share of nearly 30% and shared values of delivering an unparalleled night’s sleep, Sleep Country are the ultimate sleep superpower in Canada and a perfect brand fit for Simba. They are the absolute front runner when it comes to delivering quality sleep solutions to Canadian customers and we look forward to shared successes.”

Stewart Schaefer, CBDO of Sleep Country, adds: “Simba has always recognized the importance of the bricks and mortar retailer, and since inception, has always complemented their impressive online presence with an equal level of importance on offering their mattress-in-a box at top retailers.”

Simba has enjoyed 350% YoY growth, selling over 150,000 mattresses, and is already operational in 15 countries. It operates through a direct ecommerce strategy, alongside leading territory retail partnerships – such as John Lewis in the UK.