SIMBA
Founded 2015 · 75 employees on LinkedIn · 6 known investors
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Simba sells sleep products such as its adjustable Hybrid pillow, which uses removable foam Nanocubes, thermoregulating Stratos fabric technology, and recycled Simba Renew fibres to control height, firmness, and temperature. The company markets its bedding directly to consumers and highlights sustainability through B Corp status, recycled materials, and a recycling/refurbishment service.
Also known as Simba Sleep
Founders & leadership
SIMBA was founded in 2015 by Steve Reid.
Investors · 6
Company profile
researched Aug 2026Simba (Simba Sleep) is a UK-based sleep products brand that designs and sells mattresses, bed frames and bases, pillows, duvets and toppers. Its core range is the Hybrid® mattress line, sold in five tiers — Essential (4 layers, 20cm, up to 1,000 springs, from £549), Hybrid® (5 layers, 25cm, from £699), Pro (8 layers, 28cm, from £899), Luxe (9 layers, 31cm, from £1,249) and Ultra (11 layers, 34cm, from £1,749) — differentiated by layer count, depth, spring count and top layers such as wool, bamboo and kapok. Adjacent ranges include Natural Hybrid® mattresses, kids' mattresses, refurbished mattresses, and a wide bed collection spanning upholstered, wooden, divan and ottoman storage frames.
The company positions itself around proprietary sleep technology: Simbatex® foam with graphite for heat diffusion, Stratos® 'cool-touch' fabric treatment, patented Aerocoil® titanium alloy springs, Supportcore™ spring bases, HeatRelease™ technology and adjustable pillows that allow customers to tune height and firmness. It cites third-party testing, including Intertek airflow tests in May 2025 comparing Simbatex® with memory foams from leading UK manufacturers, and HeiQ temperature testing from November 2020 on Stratos®-treated fabric.
Alongside its products, Simba operates a service proposition that includes a 200-night home trial, a 10-year guarantee on beds and mattresses, free next-day delivery on selected products to most UK postcodes, optional accident cover insurance sold on commission, and consumer finance at 0% APR over up to 12 months or up to four years at 13.9% APR. Sustainability initiatives referenced on its site include B Corp certification, a mattress recycling service and the Simba Dreamspace programme.
Business model
Simba sells sleep products directly to consumers through its own e-commerce site, supplemented by a nationwide network of retail stockists. Order value is supported by product bundles, discount programmes and consumer finance options, and the company earns commission on accident-cover insurance policies sold with mattresses and beds [0][1][3].
Revenue comes from one-off sales of mattresses, beds and bases, pillows, duvets, toppers and bundles, at published list prices frequently discounted through promotions; additional income is generated as commission included in the premium of optional accident-cover insurance [0][1][2][3].
Traction
Simba reports over one million customers, more than 350,000 five-star reviews, over 100 sleep industry awards, and product-level review counts including 131,145 reviews for the Hybrid® mattress, 37,645 for the Pro, 14,774 for the Luxe, 2,135 for the Ultra and 2,112 for the Essential; the Hybrid® is described as having half a million units sold [0][1][2][4].
▸Full profile — market position, technology, go-to-market, geography
Market position
Simba describes itself as the most five-star rated mattress brand in the world, citing more than 350,000 five-star reviews, over one million customers, more than 100 sleep industry awards, over half a million Hybrid® mattresses sold, and Which? Best Buy recognition for its Hybrid pillow, 3-in-1 duvet, Essential topper and Hybrid mattress, plus a Value Buy for its Cool Foam mattress [0][1][2][4].
Differentiation rests on proprietary, independently tested materials (Simbatex® foam, Stratos® cooling fabric, patented Aerocoil® titanium alloy springs), a tiered Hybrid® range spanning 4 to 11 layers, adjustable pillows, and a service package of 200-night trials, 10-year guarantees, free delivery and returns, finance options, mattress recycling and refurbished products, alongside B Corp certification [0][1][2][4].
Technology
Simba's product technology includes Simbatex® foam, tested by Intertek in May 2025 for airflow against memory foams from the top three UK manufacturers and combined with heat-diffusing graphite; Stratos® 'cool-touch' fabric, tested by HeiQ in November 2020 and described as up to 3°C cooler than untreated fabric; patented Aerocoil® titanium alloy springs; Supportcore™ spring bases; HeatRelease™ technology; CertiPUR® foam layers; zip-off breathable covers; and adjustable pillows. The company states its mattresses are designed using data from more than 10 million body profiles [0][1][2][4].
Go-to-market
The brand markets direct-to-consumer online, using promotional discounting (for example up to 30% off site-wide sale events), a discount scheme of up to 31% for key workers, teachers, carers, military, disabled people, students, youths and charity workers, a newsletter sign-up prize draw, an online mattress selection quiz, customer review volume and industry awards. Products are also available through Simba stockists across the UK [0][1][2][3].
Consumers buying mattresses, beds and bedding for the home, including families and children (kids' mattresses), budget-conscious buyers (Essential, refurbished ranges) and premium buyers (Luxe, Ultra), with a dedicated discount tier for key workers, students and charity workers [0][2][3][4].
Geography
The company is UK-based, describing itself as a British company with mattresses designed and made in the UK, offering fast free delivery to most UK postcodes and a nationwide stockist network; mattresses are available in standard UK and European sizes [0][2][3][4].
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsIntertek conducted tests in May 2025 on nine memory foams from the top three UK manufacturers compared with Simbatex®, using ISO 7231 010 Method B air flow determination at constant pressure drop.
Simba's website cites five Which? awards: Best Buys for the Hybrid pillow, 3-in-1 duvet, Essential topper and Hybrid mattress, and a Value Buy for the Cool Foam mattress.
HeiQ carried out temperature testing in November 2020 on Stratos®-treated versus untreated fabric to measure immediate and continuous cooling, reported as up to 3°C cooler.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- SIMBAsimbasleep.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does SIMBA do?
- UK sleep brand selling hybrid mattresses, beds, pillows and duvets direct to consumers with in-house foam and spring technologies.
- Who founded SIMBA?
- SIMBA was founded by Steve Reid in 2015.
- Who are SIMBA's investors?
- SIMBA's investors include AMK Investment Office, JamJar Investments, Miroma Ventures, Monte Carlo Capital, Elevate Ventures, Valley Capital Partners.