Simba Sleep
The company designed the mattress after analysing body profiling data from 10 million people around the world, in conjunction with the Sleep to Live Institute, and manufactured it in a factory in Derby, England.[9] Simba's initial investment round was followed by its Series A raise of £5 million in October 2016, as investors looked to support the brands’ overseas growth in markets such as France and Canada.[13][14] In April 2017, Simba hired the Real Madrid and Wales international footballer Gareth Bale to lead a promotional campaign,[15] which included the development of an airplane seat designed to maximise sleep.[18][19] After working with Gareth Bale, the company named England rugby player Maro Itoje in July 2019 as the star of its next UK marketing campaign,[20] which included the launch of an app that monitors sleep patterns.[21] At the start of 2020, Simba became operational in nine countries across Europe, Asia, and North America[22] and secured a further $24 million in investment from the American private equity firm Cartesian Capital.