Congratulations to Tom Teichman and his investors including Innocent Smoothie founder Richard Reed. They have teamed up with marketing guru John Hegarty to launch the ‘one-size-fits-all’ mattress brand, Simba. They, along with Jas Bagniewski and his team at Eve Mattress are attempting to revolutionise the way mattresses are sold in the UK. Using the successful concept which is known to work in the USA, Simba and Eve have brought to market a product they each consider to be the perfect mattress. Is this a victory for marketing over product? Mattresses have tended not to change much over time. There are many well-known brands in the UK, that if you were to compare their current product to one
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