Bensons for Beds has announced a new partnership with the pureplay online mattress retailer Simba which will see its products stocked across its entire store network.
The deal, which is Simba’s largest to date and marks a significant push towards having a physical presence, will see its hybrid mattresses stocked across Bensons’ 270 stores from October this year.
“We strive to provide our customers with the most trusted, quality and innovative brands within the sector and the partnership with Simba allows us to connect with shoppers who are short on time, but value quality,” Bensons’ commercial director Mark Cort said.
“Simba will be an important partner for us as a retailer and we are excited to work with the biggest bed-in-a-box brand that provides one of the most comfortable mattresses on the market.”
This comes amid a concerted push into new markets for Bensons, which is being forced to react to disruptors such as Simba and Eve Sleep.
During an interview with The Retail Gazette in June, Chief customer officer Henry Swift explained: “We wanted to show the world that Bensons is changing and is beginning to adapt.
“What we are very, very clear on is that in order to keep that going you’ve got to keep innovating.”