Simba Sleep: Difference between revisions - Wikipedia

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== History ==

Simba Sleep was co-founded in 2015 in the [[UK]] by Steve Reid, James Cox and the McClements family.<ref>{{Cite web|last=Journal|first=The Gentleman's|title=How Simba Sleep's founders raised £58 million {{!}} Gentleman's Journal|url=https://www.thegentlemansjournal.com/article/how-simba-sleeps-founders-raised-58-million/|access-date=2020-10-23|website=The Gentleman's Journal|language=en-GB}}</ref><ref>{{Cite web|last=Reporter|first=L. L. B.|date=2016-10-13|title=This British mattress start-up has just raised £5m|url=https://londonlovesbusiness.com/this-british-mattress-start-up-has-just-raised-5m/|access-date=2020-10-23|website=London Business News {{!}} Londonlovesbusiness.com|language=en-GB}}</ref> The name of the company was suggested by Cox as it was a pet name he used for his partner.<ref>{{Cite web|date=2016-06-13|title=Simba Sleep’s James Cox talks firmness, pet names and the importance of conical springs in mattresses|url=https://www.cityam.com/simba-sleeps-james-cox-talks-firmness-pet-names-and-the-importance-of-conical-springs-in-mattresses/|access-date=2020-11-05|website=CityAM|language=en-GB}}</ref>

Within the first year of the company's launch, Simba Sleep sold its first hybrid mattress within the [[UK]]. The company designed the mattress after analysing body profiling data from 10 million people around the world, in conjunction with the Sleep to Live Institute, and manufactured it in a factory in Derby, England.<ref>{{Cite web|last=Magazine|first=Wallpaper*|date=2016-08-31|title=Wake up call: Simba Sleep is the hybrid mattress changing the way we sleep|url=https://www.wallpaper.com/design/simba-the-hybrid-mattress-chainging-the-market-and-the-way-we-sleep|access-date=2020-10-24|website=Wallpaper*}}</ref><ref>{{Cite news|last=Manning|first=Ellen|date=2018-11-13|title=Sleep sells: how mattress companies woke up to the science of slumber|language=en-GB|work=The Guardian|url=https://www.theguardian.com/business-to-business/2018/nov/13/sleep-sells-how-mattress-companies-woke-up-to-the-science-of-slumber|access-date=2020-10-24|issn=0261-3077}}</ref>

In March 2016, Simba raised £1 million in funding from investors including [[John Hegarty (advertising executive)|Sir John Hegarty]], as well as [[Richard Reed]], co-founder of [[Innocent Drinks]], and [[Tom Teichman]].<ref>{{Cite news|last=Loizou|first=Kiki|title=Mattress maker rouses investors|language=en|url=https://www.thetimes.co.uk/article/mattress-maker-rouses-investors-investors-buy-into-start-ups-dream-ll3d5lkzd|access-date=2020-10-23|issn=0140-0460}}</ref>

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In April 2017, Simba hired the Real Madrid and Wales international footballer [[Gareth Bale]] to lead a promotional campaign,<ref>{{Cite news|last=Editor|first=Deirdre Hipwell, Retail|title=Bale is role model for the laid back|language=en|url=https://www.thetimes.co.uk/article/easy-new-role-for-footballer-zj39t29kl|access-date=2020-10-26|issn=0140-0460}}</ref> which included the development of an aeroplane seat designed to maximise sleep.<ref>{{Cite web|last=April 2017|first=11|title=The aeroplane seat helping Gareth Bale get to sleep|url=https://www.fourfourtwo.com/performance/training/aeroplane-seat-helping-gareth-bale-get-sleep|access-date=2020-10-26|website=fourfourtwo.com|language=en}}</ref><ref>{{Cite web|title=This Mattress Company May Have Designed the Most Comfortable Airplane Seat Ever|url=https://fortune.com/2017/04/21/airplane-seat-memory-foam-simba-sleep/|access-date=2020-10-30|website=Fortune|language=en}}</ref>

The British [[businessman]] [[Allan Leighton]] succeeded Tom Teichman to become [[chairman]] of Simba Sleep in August 2018, while continuing to serve as chairman of [[The Co-operative Group]].<ref>{{Cite web|title=Allan Leslie Leighton, Simba Sleep Ltd: Profile and Biography|url=https://www.bloomberg.com/profile/person/1529494|access-date=2020-10-26|website=Bloomberg.com|language=en}}</ref><ref>{{Cite news|last=Gill|first=Oliver|date=2018-08-13|title=Ex-Asda boss Leighton aims to deliver Simba bounce|language=en-GB|work=The Telegraph|url=https://www.telegraph.co.uk/business/2018/08/12/ex-asda-boss-leighton-aims-deliver-simba-bounce/|access-date=2020-10-26|issn=0307-1235}}</ref>

After working with Gareth Bale, the company named England rugby player [[Maro Itoje]] in July 2019 as the star of its next UK marketing campaign,<ref>{{Cite web|date=2019-07-23|title=Simba launches 'national sleep campaign' with rugby star Maro Itoje|url=https://www.prolificlondon.co.uk/marketing-tech-news/campaign-news/2019/07/simba-launches-national-sleep-campaign-rugby-star-maro|access-date=2020-11-05|website=Prolific London|language=en}}</ref> which included the launch of an app that monitors sleep patterns.<ref>{{Cite web|date=2019-08-15|title=Can Simba's new app improve your sleep? We put it to the test|url=https://www.standard.co.uk/tech/sleep-tech-simba-sleep-app-tryfor8-a4213696.html|access-date=2020-11-05|website=Evening Standard|language=en}}</ref>