Primo signs on with Simba
LAS VEGAS – British mattress e-tailer Simba Sleep has signed a distribution partnership with Primo International as part of its bid to become a global sleep brand. The Canadian furniture and mattress resource will reveal its Simba product line during the winter edition of the semi-annual furniture market that opens here this Sunday (28 January 2018).
Under the alliance, the Montreal-based Primo will be responsible for distributing the Simba line in Canada, the United States, South America, Mexico and the Caribbean.
Simba’s suite of product – which includes its Simba Hybrid Mattress – can be seen in Primo’s showroom, which is space 1412 of Building ‘C’ in the World Market Center.
Launched by James Cox, Steve Reid and the McClements family – all mattress industry veterans in Europe – in February 2016, Simba is forecasting revenues of £167million (US$230 million) in 2018. Revenue is then expected to leap to £267million (US$367 million) in 2019 as the retailer benefits from consumers’ insatiable appetite for premium affordable sleep products.
According to Startups100, an English web site devoted to new businesses, Simba has a unique approach to product innovation, combining cutting-edge materials, body profiling data and technology to re-invent what it describes as “the tired sleep sector.” The company says that since its launch almost two years ago, it has sold more than 100,000 mattresses and is already operational in 14 countries.
In a statement, Simba co-founder and chief executive officer James Cox, said the company’s recipe for success is based on a direct e-commerce strategy, supplemented by scale platforms such as Amazon, Souk and Takealot as well as leading territory retail partnerships, such its exclusive nationwide deal with John Lewis, a chain of high-end department stores in the United Kingdom.
“Primo International is an excellent and very considered alliance for Simba. They are undoubtedly the best partner for the U.S., Canada, South America, Mexico and the Caribbean markets and we look forward to shared successes,” he said, adding, “Strategically they are also a great match, as like us, they put the customer at the heart of what they do and the relationship will allow us exclusive access to their esteemed retailer network.”
“Simba has done the unimaginable, turn a humble mattress into a luxury status symbol,” said John DeFalco, executive vice president of sales for Primo International. “Their growth has been remarkable, which is testament to the quality and innovation behind their suite of products. A key player in the sleep revolution, we’ve consciously chosen the Simba Hybrid to be the luxury brand mattress-in-a-box offering available to our retail network and look forward to combining the strengths of two great companies.”
Tested by the North Carolina-based Sleep to Live Institute – that has compiled data taken from some 10 million people – the company believes the Simba Hybrid mattress will be the first dual spring and memory foam mattress of its kind offered to retailers in North America, South America, Mexico and the Caribbean. Its innovative technology offers the comfort of five layers of memory foam with the support of 2,500 patented conical pocket springs.
During the Las Vegas Market, Primo will be showcasing a range of Simba products in addition to the Hybrid mattress, its companion pillow and duvet as well as a number of other accessories such as a gel pillow, a microfiber duvet, a mattress protector, fitted sheets, slippers and an adjustable bed base.
The winter 2018 edition of the Las Vegas Market runs until 01 February 2018.