Bensons for Beds has announced a new partnership with British sleep tech company Simba, marking a new step in Simba’s retail growth, and in Bensons’ strategy to expand its mattress range.
The agreement sees Bensons for Beds stock Simba’s bestselling Hybrid mattress range across its nationwide retail network, while also exclusively launching Simba’s new Earth range in selected stores. The partnership signals Simba’s growing presence in high street retail.
With over 175 stores across the UK (the initial rollout of Simba will be in 20 Bensons stores, five of which will stock the Earth Range), the retailer gives Simba access to a wide customer base looking to ‘try before they buy’. The partnership supports Simba’s move towards omnichannel retail, allowing customers to experience its mattresses in person while shopping in-store.
Simba’s CEO Steve Reid says: “We’re delighted to bring our products to physical stores through this exclusive partnership with Bensons. Their reputation and reach on the high street make them the ideal partner to help us connect with more people. We’re especially pleased to be offering our new Earth range in store for the first time.”
Mark Slater, CCO at Bensons for Beds, adds: “We’re obsessed with sleep, and always want to offer our customers the very latest and best in sleep tech. Adding Simba to our brand collection is part of our wider strategy to house well-known brands at affordable prices, and we’re thrilled to welcome them into the Bensons family, bringing even more diversity to our portfolio.”
Simba launched in 2016, and quickly became one of the UK’s best-known mattress brands. It is the world’s most five-star-reviewed mattress brand, with over 350,000 five-star reviews and more than 100 industry awards, and the company was the first UK sleep brand to earn B Corporation status – the gold standard in ethical business – for its sustainability strategy, centred on the three pillars of people, planet and health.
The Hybrid mattress range remains Simba’s bestselling line, and was designed to offer support, comfort and breathability through a combination of foam layers and patented Aerocoil micro-spring technology.
The newer Earth range brings a natural, handcrafted-in-Hampshire option to the table, using local British wool for natural comfort and breathability. The range reflects Simba’s broader sustainability goals, which include reducing its environmental impact through local manufacturing, using recyclable components whenever possible, and circular product initiatives.
For Bensons, the addition of Simba complements its efforts to build a curated brand portfolio that includes well-known names and in-house collections. The retailer, backed by specialist investor Alteri, has been investing heavily in its stores, manufacturing base and product offering since becoming a standalone business in 2020.
The partnership marks a natural next step for Simba as it continues to grow its retail footprint beyond ecommerce. Having built a strong reputation online, Simba is now focused on making its products more accessible in-store, offering customers the chance to try before they buy and reinforcing its position as a leading name in UK sleep tech.
