Simba Signs Major Distribution Partnership with Primo International

Furniture World News Desk on 1/22/2018

Simba (simbasleep.com) recently announced that it has signed a major distribution partnership agreement with Primo International – a principal distributor of fine quality furnishings and mattresses to Canada, US, South America, Mexico and the Caribbean - as it gears up for global expansion.

The partnership is set to provide retailers across both geographies access to Simba’s bedroom range, engineered for optimal sleep; including the award-winning and 5-star rated Simba Hybrid® Mattress.

The suite of high-tech products will be debuted for retail buyers at January’s respected Las Vegas Market in Primo International’s showroom in Building Space C 1412 (14th Floor) from Sunday 28 January until Thursday 1 February 2018.

The Startups100-listed disruptor sleep brand which prides itself on its unique approach to product innovation - combining cutting-edge materials, body profiling data and technology - to reinvent the tired sleep sector has witnessed a staggering 350% YoY growth, selling over 100,000 mattresses and is already operational in fourteen countries.

Launched by James Cox, Steve Reid and mattress dynasty veterans the McClements family in February 2016, Simba is forecasting revenues of £167m ($230MM usd) in 2018. Revenue is then expected to leap to £267m ($367MM usd) in 2019 as the retailer benefits from consumers’ insatiable appetite for premium affordable sleep products.

Simba’s recipe for success is based on a direct e-commerce strategy, supplemented by scale platforms such as Amazon, Souk and Takealot as well as leading territory retail partnerships, such as the exclusive nationwide deal with John Lewis, a chain of high-end department stores in the UK.

“Primo International is an excellent and very considered alliance for Simba. They are undoubtedly the best partner for the US, Canada, South America, Mexico and the Caribbean markets and we look forward to shared successes." said James Cox, CEO and co-founder at Simba, "Strategically they are also a great match, as like us, they put the customer at the heart of what they do and the relationship will allow us exclusive access to their esteemed retailer network.’

John DeFalco EVP of Sales, of Primo International commented, “Simba has done the unimaginable, turn a humble mattress into a luxury status symbol. Their growth has been remarkable, which is testament to the quality and innovation behind their suite of products. A key player in the sleep revolution, we’ve consciously chosen the Simba Hybrid to be the luxury brand mattress-in-a-box offering available to our retail network and look forward to combining the strengths of two great companies."

Tested with the Sleep to Live Institute in the U.S. who have compiled data taken from 10 million people, the Simba Hybrid® mattress will be the first dual spring and memory foam mattress of its kind in, North America, South America, Mexico and the Caribbean. Its innovative technology offers the comfort of five layers of memory foam with the support of 2,500 patented conical pocket springs.

Primo International will be showcasing the following Simba suite of products at Las Vegas Market:
Simba Hybrid® Mattress
Simba Hybrid Pillow and Simba Hybrid Pillow with OUTLAST® and Down
Feather and Down Pillow
Gel Pillow
Simba Hybrid Duvet with OUTLAST®
Microfiber Duvet
Feather and Down Duvet
Zero Gravity Adjustable Bed Base
Deluxe Mattress Protector
Fitted Sheet featuring Aloe Vera
Slippers
Sleep Spray

Meet Simba at Primo International’s showroom in Building Space C 1412 (14th Floor) from Sunday 28 January until Thursday 1 February 2018. The first 200 visitors to Simba's Showroom will receive a special gift.

More about Primo International: Today, Primo International is a leading importer of fine quality leather upholstery, fabric upholstery, mattresses, futons, casual dining, youth furniture and more. Headquartered in Montreal, Quebec, the company is still a family run business, now led by President and CEO George Itzkovitz.

Primo's steady growth and success is a result of its strong alliance with its suppliers across Asia and its customers worldwide. As a relationship driven company, Primo treats all of its suppliers and clients alike with honesty, fairness and respect. We remain relentlessly committed to satisfy our customers by offering them the highest standards of production and design while maintaining competitive prices.

Primo owns and operates 500,000 sq. ft. facilities in Montreal, QC, and utilizes independently owned stocking facilities in Los Angeles, CA and Tampa, FL to effectively service all of Canada and the continental United States. Always a participant at furniture market events across North America, Primo occupies several permanent showrooms to allow its clients more interactive and convenient representations of its products.