National bed retailer Bensons for Beds has announced a new partnership with British sleep tech company Simba, marking a new step in Simba’s retail growth and Bensons’ strategy to expand its mattress range. 

The agreement sees Bensons for Beds stock Simba’s best-selling Hybrid® mattress range across its nationwide retail network, while also exclusively launching Simba’s new Earth range in selected stores.

The initial roll-out of Simba will be in 20 Bensons’ stores, five of which will stock the Earth Range. The partnership signals Simba’s growing presence in high street retail.

With over 175 stores across the UK, Bensons gives Simba access to a wide customer base looking to try before they buy. The partnership supports Simba’s move towards omnichannel retail, allowing customers to experience its mattresses in person while shopping in-store.

Steve Reid, CEO at Simba, 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. We’re especially pleased to be offering our new Earth range in store for the first time.”

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