Product of the Year Throwback To… SIMBA

Simba’s Brand Lead Abbi David reflects on a decade of sleep innovation, the evolution from mattress challenger to holistic sleep lifestyle brand, and the relentless R&D behind nine Product of the Year wins.

When we last spoke, your award-winning Hybrid technology was redefining the bedding category. How have Simba products – and the sleep landscape – evolved since then?

The fundamentals haven’t changed; people still want better sleep. Modern life is as demanding as ever and that universal desire to go to bed, switch off and enjoy an uninterrupted, comfortable night will never change.

What has evolved is how people think about sleep. It’s no longer just about the mattress; it’s about the entire sleep environment. Customers are taking a much more holistic view, considering everything from temperature regulation to fabrics, storage and overall bedroom aesthetics.

That shift has driven our evolution from a mattress-first challenger brand into a broader sleep brand. While our Hybrid mattress remains our core – and we’re incredibly proud to see the Hybrid Pro win this year – we’ve further expanded into sleep accessories including pillows, duvets, mattress protectors and now premium bedding.

Our new bedding range is a particularly exciting step. We’re working with a family-founded supplier in Portugal renowned for quality craftsmanship and transparency – values that closely align with ours. When you feel the fabrics, you genuinely notice the difference. From breathable linen and waffle textures to brushed Tencel, each option is designed with specific sleep needs in mind, whether that’s cooling properties for hot sleepers or easy non-iron textures. It’s all about creating products that work beautifully together.

We’re also constantly refining our digital journey, helping customers navigate their personal sleep needs. If you sleep hot, ‘this’ fabric might work best. If you need extra support, ‘here’s’ the mattress for you. It’s about guiding people through their sleep journey in a more intuitive way. 

You’re now a 9-time Product of the Year winner. What’s the secret to sustaining a winning edge – and keeping that challenger mindset?

Honestly, every time we win, it feels like the first. There’s a real buzz internally. It validates the engineering, the testing, the refinement that goes into our products year after year.

The key is never getting complacent. The market is more competitive than ever, so we continue to innovate not just in comfort, but in materials, design and performance. Research and testing have always been central to Simba and that challenger mindset hasn’t changed as we’ve grown.

We’re constantly trialling new materials, refining layer combinations and studying how airflow, support and temperature regulation work together. It’s about pushing ourselves to improve year after year and winning a Product of the Year is validation of this. Knowing that 8,000 consumers have contributed to the vote gives us real confidence that the work we’re doing is resonating with shoppers.

Simba built its reputation on engineering-led sleep innovation. How has your R&D process evolved as the brand has grown?

Our R&D process has become even more rigorous. We have dedicated Mattress and Product Technologists who are continually experimenting with new materials and optimising layer combinations to strike that balance between support and comfort.

Comfort is subjective, but we aim for that medium-firm feel recommended for the majority of sleepers – ensuring performance and feel is never compromised.

The testing process is extensive. We conduct pressure mapping, airflow assessments, bounce and durability tests, and trial products across different heights, weights and sleep styles. We distribute samples to friends and family and collect detailed feedback through structured forms. In fact, I still have early Hybrid samples from original development stages in my own home. It’s part of our DNA to keep learning and refining.

Reviews and ratings are so important for purchasing decisions, people want social proof of quality. 

What new consumer behaviours or expectations have emerged in recent years?

Customers are far more considered in their spending. Mattresses are a higher-value purchase, so flexible finance options and long trial periods play a significant role in building confidence. 

Our 200-night trial is designed to remove risk entirely. If it’s not right, customers simply message us and we arrange a hassle-free return. That reassurance is key in an online-first experience.

At the same time, expectations around performance have increased. People are more aware of temperature regulation, partner disturbance and the impact sleep has on overall wellbeing. 

This year, the Hybrid Pro won. Tell us how it was created – from idea to market.

We took our original Hybrid mattress and asked: “how can we elevate it further?”

The Hybrid Pro builds on our patented technology by adding a second layer of Aerocoil® microsprings for even greater airflow and precision support. We increased the overall depth for enhanced comfort, introduced graphite-infused Simbatex® foam to improve cooling, layered in breathable wool and finished it with our Stratos® cool-touch cover.

Best moment at the recent awards ceremony?

Aside from meeting Claudia Winkleman (!), the best moment was getting to see the team’s reaction. There’s such pride across the business in winning a Product of the Year award – and that’s across our teams, from engineering to marketing to customer service. Winning is the culmination of years of work, and there’s a real thrill in walking up to collect that award. It never gets old.

This year felt particularly special as we celebrate 10 years of Simba – a decade dedicated to helping the world sleep better. It’s a real milestone moment as we continue evolving from challenger brand to lifestyle sleep brand.

If you could share one piece of advice to someone launching a new product, what would it be?

Start with a real customer problem.

Mattresses might not seem like the most glamorous category, but poor sleep impacts every part of someone’s life. Whether it’s partner disturbance, overheating or lack of support, solving a genuine problem creates meaningful value.

Focus on the benefit. Show how you improve quality of life. When you genuinely solve a problem that affects someone day to day, you justify the investment.

Describe Simba in three words.

Pioneering. Trusted. Innovative.

Source: Product of the Year

  Abbi David, Agency, Interview, Product Of The Year, Simba