Simba Sleep has been at the forefront of the UK’s mattress in a box craze, managing to lead the charge in a booming industry. James Cox and friends Andrew McClements and Steve Reid formed the company in summer 2015, with the launch following a while later in February 2016. Simba’s progress has been remarkable when you consider that this sector fired up in 2014, with New York’s Casper becoming the major trendsetter. There are 2 mattresses pitched at www.simbasleep.com as well as beds, duvets, pillows and various sleeping accessories. The 2 designs are both hybrids, but we are paying attention here to the central option and not the premium Luxe release that sells from £1299.