Bensons unveils new in-store partnership

The bed and mattress retailer is set to stock the direct-to-consumer brand’s products, allowing shoppers to view the range in-store before they make a purchase. 

Bensons will begin trialling the best-selling Simba Hybrid products in 20 locations and its latest range Earth in five stores, with a view to a wider rollout in the future. 

In 2022, Bensons bought out struggling challenger brand Eve from administration for £600,000, and the brand became part of its offer across stores and online.

Simba said the move was “a natural next step” as it moves to “grow its footprint beyond ecommerce”. 

Simba chief executive Steve Reid said: “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.”

Bensons for Beds chief commercial officer Mark Slater said: “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.”