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.

[7][8] In March 2016, Simba raised £1 million in funding from investors including Sir John Hegarty, as well as Richard Reed, co-founder of Innocent Drinks, and Tom Teichman.

[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.