Mattress in a box specialists Eve Sleep and Simba are in early-stage merger talks as the loss-making businesses seek to guard against a challenging landscape.
Simba is said to be driving talks over a deal, which would be designed to help the retailer boost its buying power and cut costs.
Senior executives from the two etailers have already held talks, with further discussions planned this week.
In a statement to the stock exchange this morning, Eve said that any deal, first reported by The Sunday Times, would result in it acquiring Simba. Eve warned that “there can be no certainty that the potential transaction will proceed”.
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