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SCC signs with Simba

 4 June 2018     HGO Staff 

TORONTO – Sleep Country Canada has entered into a strategic partnership that will see it offer Simba, one of the biggest bed-in-a-box brands in Europe, exclusively both online and in-store at all of its 252 locations across the country in the not-to-distant future.

In a statement, the publicly-held retail sleep specialist – the largest in the country – noted “one size does not fit all” when it comes to choosing the right bed for a great night’s sleep.

“That is why we have always put our customer’s needs first by offering all the top brands from all over the world,” Stewart Schaefer, SCC chief business development officer, explained.

Sleep Country Canada has signed a new partnership agreement that will see it become this country’s exclusive retailer of British bed-in-a-box brand, Simba.“While searching the world for premium products to further enhance our online offering, we discovered Simba from the U.K.,” he continued, adding Simba’s unique hybrid mattress-in-a-box combines responsive memory foam with the support of 2,500 patented conical pocket springs and is a great complementary product to Sleep Country Canada’s existing mattress-in-a-box online offering, Bloom.

“Since Sleep Country’s goal is to continuously introduce unique technology and quality products to our customers, it made perfect sense for the number one mattress retailer in Canada to partner up with the number one mattress-in-a-box player from Europe, Simba,” said Schaefer. With the launch into Canada, Simba mattresses are now available in 15 countries around the world.

This past January, the Primo International announced it had reached an agreement to be Simba’s exclusive distributor in Canada, the United States, South America, Mexico and the Caribbean. The Montreal-based importer and distributor hosted the brand’s North American unveiling at the winter edition of the Las Vegas Market.

A spokesman for SCC said Primo is not involved in its partnership with Simba, which is supplying them directly from its manufacturing facilities in the United Kingdom.

“We are very excited to work with Simba and introduce them as an exclusive new vendor to our 252 store locations and online. Our teams are looking forward to our planned collaboration and the sharing of best practices,” Schaefer said, adding, “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.  Other mattress-in-a-box brands have been slow to recognise the importance of bricks and mortar and the whole omni-channel equation for this very tactile product.”

“Sleep Country was always our number one choice for Canada,” said Steve Reid, co-chief executive officer of Simba. “Being the dominate provider of sleep to Canadians for almost 25 years, Sleep Country's over 250 locations nationwide, and their growing online presence, made them the perfect fit and greatest opportunity to launch our premium brand.”

Schaefer maintained the exclusive partnership with Simba uniquely positions SCC to grow its online presence and continue to drive traffic into their stores. Simba's premium mattress-in-a-box will retail for approximately $1,400 Canadian in a queen size.

SCC’s senior management believes it’s important for the company to have a strong online presence and a viable e-commerce business. To that end, vice president of marketing Laura Baker said in an e-mail to Home Goods Online that they will be adding three new mattresses to its existing line of Bloom branded bed-in-a-box mattresses.

“We will be launching three new Blooms next week,” she said.  “Our current Bloom is $995 for a queen and the new Blooms will be $395, $595 and $795 in queen with a variety of features.”

At a retail price point of approximately $1,400 this will position Simba as SCC’s premium bed-in-a-box.

“New initiatives and positioning ourselves with great partners like Simba will grow our business and deliver compounded profitability for many years to come,” said Schaefer.

Simba was launched in February 2016 by James Cox and Steve Reid. In addition to its direct e-commerce strategy, it strives to build partnerships with leading retailers in the countries it targets, including not only SCC but John Lewis, a chain of high-end department stores in the United Kingdom.  It maintains that since its founding, it has sold over 150,000 mattresses across Europe and received more than 30,000 five-star customer reviews.

Related Story: Primo signs on with Simba
Related Story: SCC 1Q sales up 8.9%


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