Sleep isn’t what it used to be – from a marketing perspective, at least. The, erm, sleepy mattress category had undergone very little in the way of innovation for decades until the rise of the ‘mattress-in-a-box’ concept a decade or so ago.

Direct-to-consumer mattress brands including Casper and Eve, which allow consumers to order products online rather than through bricks-and-mortar retailers, have become household names through a combination of strong marketing investment and celebrity endorsement.

One of the UK’s leading mattress brands, Simba Sleep, which launched in 2015, found success with its 100-night “trial” offer, as well as the recruitment of Wales and Real Madrid football star Gareth Bale as brand ambassador. The start-up now operates across several European markets, and has established partnerships with companies further afield, including Canada’s Sleep Country.