Simon Moore, Founder & Owner, Helmii

Simon Moore is the founder and owner of online bed specialist, helmii.

A British retail veteran of over 20 years’ experience across a range of house-hold brands, Simon is passionate about delivering a great product at a fair price with brilliant customer service – every single time.

After graduating from University of Luton, Simon started out in merchandising for Argos Retail Group but soon discovered a real love – and a talent – for buying that led to an exciting international career running buying teams across hundreds of stores for Argos Retail Group, Littlewoods and Wilkos in the UK.

Home Centre here in Dubai spotted this spark and brought Simon into the region in 2014, where he went on to become their Head of Buying. Simon has spent the last four years cultivating his knowledge and understanding of consumers here in the UAE; their spending habits, how they buy, what they buy and – most importantly – what he could do to make their shopping experience the best it could possibly be.

Simon believes one of the most difficult products for consumers to source here in terms of range, quality and decent pricing, is a bed. And it was a light-bulb moment trying to find one he really liked for his own bedroom, that planted the seed of an idea that he should just go out and do it himself, his way. And so, helmii was born.

Since its launch in January 2018, helmii – which is the Arabic word for dream or ‘my dream’ – is gradually reinventing the way consumers in the UAE buy their beds, and it’s all done online.

It is the only bed retailer in the region allowing people to fully customize their beds from the frame size and the type of colour and fabric to the leg style and colour – all from the comfort of their own home. Helmii guarantee their beds for five years – another regional first - their pricing is consistently transparent so there’s no confusing discounts or vouchers, and they promise the process, from order to delivery, will be straight-forward and stress-free.

Simon knew that developing the perfect mattress was going to be key in enabling helmii to become a real authority on sleep, so they worked with experts in the UK to develop just one mattress – the best one – and they stand by this claim with a 40-night Sleep Promise and ten-year warranty.

Simon is married to Julia and they have two daughters; Elise, 6, and Amelie, 4, and son Joseph, 20, who is studying at university in the UK. He is a keen Manchester United fan who loves keeping fit and active with circuit classes and enjoying downtime with his family.