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CMA is investigating Simba Sleep's pricing strategies

The Competition and Markets Authority (CMA) has initiated an inquiry into UK-based Simba Sleep's online sales strategies to investigate potential consumer deception regarding price reductions and undue pressure tactics to expedite purchases.

Photo © Artjafara |

The investigation zooms in on Simba Sleep's possible use of misleading statements regarding the extent of price cuts on mattresses and associated products. It also delves into their employment of urgency claims, like countdown timers, which might mislead consumers about the availability of special offers.

This investigation follows the CMA's public call in March 2023 for UK businesses to refrain from utilising sales practices that could violate regulations. The CMA's letter included examples of online sales practices that could mislead consumers, such as comparing a reduced price against a higher price, even if very few items were initially sold at the higher price. Similarly, it highlighted concerns about countdown timers that inaccurately represent an offer's availability.

Simba Sleep has been notified of the CMA's consumer investigation into its sales practices and has expressed its collaboration with the authority to ensure the best practices. The CMA's actions might entail securing commitments from Simba Sleep addressing their concerns, pursuing legal action, or concluding the case without further steps, contingent on the evidence gathered.

This scrutiny into Simba is part of the CMA's ongoing efforts to address harmful online selling practices, particularly those employing urgency sales strategies. It's part of a larger initiative that includes inquiries into Emma Sleep and Wowcher, focusing on similar concerns regarding misleading price discounts and urgency claims.


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