Sleep tech brand Simba launches in-store at Bensons for Beds, starting with 20 locations across UK

Simba’s Hybrid and new Earth mattress ranges will now be stocked in selected Bensons stores across the UK as the brand expands into physical retail.

At RTIH, we’re big fans of Simba, a sleep tech brand that blends data led design, sustainability, and standout product engineering. This week, it has partnered with Bensons for Beds in a move that expands its high street presence and supports its shift into omnichannel retail.

Founded in 2016, Simba built its reputation in the direct-to-consumer market with engineered sleep products, including mattresses, duvets, pillows, and weighted blankets. The brand developed its flagship Hybrid mattress using body profiling data from over ten million people and holds a global patent for its Aerocoil spring design.

Steve Reid, Chief Executive Officer at Simba, 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.”

 The initial roll-out will see Simba products stocked in 20 Bensons for Beds stores. Five of those locations will also carry the Earth range, a new line focused on natural materials and British manufacturing.

The Hybrid collection includes:

●      Hybrid Essential: Entry level option with core features

●      Hybrid: The original Simba hybrid design

●      Hybrid Pro: Includes a double layer of micro springs

●      Hybrid Luxe: Three layers of micro springs for enhanced comfort

●      Hybrid Ultra: The most advanced mattress in the range

The Earth range, launching in-store for the first time, features:

●      Earth Source: Entry point to the range

●      Earth Escape: Combines premium natural materials with technical innovation

●      Earth Apex: Top-tier option designed with advanced materials and construction

 Bensons for Beds, backed by specialist investor Alteri, operates more than 175 stores across the UK. The retailer has invested in its store estate, product development, and manufacturing base since becoming a standalone business in 2020. It says the addition of Simba supports its goal of offering a curated range of in-house and external mattress brands.

Mark Slater, Chief Commercial Officer at Bensons for Beds, says: “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.”

 2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.