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From Home Furnishing Business

Primo Inks Distribution Deal with U.K. Mattress Producer

Simba, a U.K.-based producer of mattresses, adjustable beds and related sleep products primarily for e-commerce, has signed a distribution agreement with Canadian importer Primo International covering North and South America, Mexico and the Caribbean.

Under terms of the agreement, Primo will offer Simba’s Hybrid Mattress as a bed-in-a-box product to Primo dealers, and will display the mattress and a number of related sleep products in its Las Vegas Market showroom, space C-1412.

The hybrid model includes five layers of memory foam and some 2,500 patented conical pocketed springs.

“Simba has done the unimaginable -- turn a humble mattress into a luxury status symbol,” said John DeFalco, executive vice president of sales at Primo. “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."

Simba was founded in 2016, and the company describes itself as a “disruptor sleep brand” that uses cutting-edge materials, body profiling data and technology to design its products.

James Cox, Simba’s CEO and co-founder, said the brand already is a major online player in the U.K. and 13 other countries, and also has its products placed in John Lewis, a high-end department store chain in the U.K.

The company is projecting worldwide revenues of $230 million in 2018, he said.

“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 Cox. "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.”

Primo’s current product lineup includes leather and fabric upholstery, casual dining, youth furniture, bedding and futons.

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