REVIEW CLAIMS EXPLANATION

According to both searches undertaken by Simba (a) and outputs provided by Simba’s data management partner (b), Simba as a brand has received more than 325,000 Unique (c) 5 Star (d) reviews from reviewers since February 2016, and Simba is the world’s most 5 star (d) reviewed mattress brand as of the Claim Date (e). These claims are based on analysis of Unique (c online reviews and review-specific information (f) conducted by our data management partner (b) relevant to each of Simba and each Competitor (g) which was accessible and retrievable via a Public Source (h) on a given date or dates during the 3 weeks prior to the Claim Date (i).

NOTES

(note a) Simba means Simba Sleep Limited. (note b) Simba’s data management partner is GroupBWT, LLC. (note c) To determine the presence or absence of a “Unique” quality in a review compared with other reviews, our data management partner creates a unique identifier for each review using a set of parameters associated with each review as recorded at the point of capture, and then conducts a deduplication exercise. If a reviewer leaves more than one review in respect of the same product or service, or multiple products or services, each of these would be counted as a Unique review. (note d) a 5 Star review means a review which was rated on a point, or star, basis, out of 5 stars or points, where the rating left by the reviewer was 5 stars or 5 points. (note e) the Claim Date refers to 8 March 2024. (note f) Review or feedback left by any person in respect of an interaction by the reviewer with Simba or with another mattress brand. (note g) Competitor means one of 22 selected major mattress brands which are comparable to Simba in terms of size and/or market presence. Further information is available from Simba on request. (note h) Public Source in respect of Simba means product reviews for orders placed on Simba's own e-commerce website, including product reviews for orders of Simba's products sold by Simba but placed via eBay and Amazon, and reviews of Simba on Trustpilot and Yotpo. In respect of a Competitor, Public Source means reviews that were publicly accessible on Amazon, Trustpilot, Yotpo, and/or the Competitor’s own e-commerce site. (i) Simba has no control over reviews left by reviewers of Simba on third party websites, or of Competitors’ reviews on any site, and Simba cannot assure the ongoing public accessibility of reviews for Simba beyond the Claim Date where reviews are hosted on third party websites in respect of Simba, or the reviews of Competitors on any site.