The box mattress industry is dominated by Casper in America, while Simba dominates Britain.
Regarding itself as "European Leading High-Tech Sleep Brand", Simba has so far sold 260,000 mattresses, 570,000 other products under its brand (including the best-selling Simba Hybrid mattress and Outlast Sleeping Pillow) and won Product of the Year Award in 2018 and tens of thousands of five-star reviews.
When Simba entered China at the end of last year, it did not choose to set up offline stores in China or enter large home furnishing stores such as Red Star Macalline. However, it first chose to set up experience exhibition hall in shopping center in first-tier cities. The general manager in Simba China Madam Lin Qiqi said: "We haven't considered offline store layout yet because the competition is very fierce. We prefer to cooperate with home furnishing and design brands to increase offline exposure and experience." At present, Simba has reached a cooperation with LUOLAI Group, and its first experience exhibition hall is located in LUOLAI Life Hall. In order to solve experience pain point, Simba also offers a 100-day probation period in China.
The general manager in Simba China Ms. Lin Qiqi said: Simba will focus more on online sales in China. The mattresses sold by Internet channels cover 15% in America, while the number in China is 5% to 8%. But China has some advantages that America doesn't: 1. Consumers are highly receptive to the Internet and depend on online shopping a lot. 2. The logistics and warehousing systems have developed and matured, and the major e-commerce brands have a better layout. Thus, the Internet proportion of mattress sales in China will continue to increase and has the potential to surpass America.