Sleep tech brand, Simba, appoints retail veteran Allan Leighton as chair


Allan Leighton, one of Britain’s most respected business leaders, is to become non-executive chair of Simba (, maker of the award-winning Simba Hybrid –  the first dual spring and memory foam mattress, engineered for optimal sleep.

Leighton brings an unrivaled track record of leadership, stretching from Asda and Royal Mail to Wagamama and Entertainment One, and his experience and governance will help further accelerate Simba’s growth and fuel its global success.

He also joins Henderson Global Investors, Numis Securities, entrepreneur Nigel Wray and advertising legend Sir John Hegarty, among other high-profile names, as an investor in Simba and takes over from Tom Teichman, of business incubator The Garage Soho, who has chaired Simba from launch and will continue his focus on investing in early stage companies.

Founded by James Cox, executive vice chairman and Steve Reid, CEO, with support from mattress industry experts, the McClements family, Simba is the direct-to-market category leader across Europe with sector leading customer satisfaction.

Since launch in February 2016 the disruptor e-commerce brand has sold circa 200,000 mattresses along with additional sleep products, with a sales value of more than £130m.

Leighton commented: “Across my career, I have rarely seen growth, traction and a global brand built as quickly as the Simba team have achieved.

“I have long believed that one of the key ingredients to business success is common sense and keeping things simple and focused.

“Simba has created an innovative business that is sharply focused on delivering a narrow range of best in class sleep solutions, disrupting and with ambition to take brand ownership of the growing sleep market.”

Steve Reid, CEO of Simba, added: “Securing Allan to the board is a significant coup for Simba. A world class retail veteran, there is no one better placed to fuel our next exciting phase of growth.”

“We are also delighted to welcome Stephen to the team. Stephen has a phenomenal track record of scaling UK tech businesses to GBP1 billion plus valuations and having access to his talents will be invaluable in powering Simba’s global success.

Combining cutting-edge materials, body profiling data and technology to reinvent the tired sleep sector, the luxury mattress-in-a-box brand has witnessed 320% YoY growth and is already sold in fifteen countries.

The brand has secured its hold on Europe with launches in France, Germany, Netherlands, Belgium amongst others, and has accelerated its footprint across Africa, Asia, the Middle East and North America

Simba is Europe’s fastest growing high-tech mattress brand – leading the market by 30% ahead of similar brands who are also competing to demystify and innovate the archaic traditional mattress market with a one-type-fits-all, next day delivery, bed in a box solution.

Simba has a nationwide partnership with John Lewis and continues its rapid market consolidation with Furniture Village, Ocado, Amazon, Argos and over 100 AIS stores stocking the brand, with 250 more stores expected in 2018.

Engineered for the perfect night’s sleep, the Simba Hybrid’s cutting-edge innovative technology offers the comfort of five luxury and performance textiles with the support of 2,500 patented conical pocket springs.

Since launch the Simba has developed a host of innovative sleep products including: the zero-gravity-like motion bed base, a temperature regulating pillow and a duvet with an official Space Certified Technology seal-of-approval; and a deluxe mattress protector.