Emma Reid is Director of Sustainability at Sleep Country Canada, having joined in 2026 after five years as Director of Sustainability at UK-based Simba Sleep. At Simba, she established the company’s sustainability function and led its certification as the UK’s first B Corp sleep brand in 2022 and current recertification. She also directed Simba’s validated Science Based Targets and sustainability strategy across carbon reduction, impact reporting, circularity, mattress end-of-life solutions, and digital product passports.
Emma has extensive experience developing social impact programs, working with charities focused on youth homelessness, sleep education, and bed poverty. In 2025, she launched Dreamspace, an innovative initiative addressing child bed poverty across the UK.
She currently serves on the Sustainability Committee of the International Sleep Products Association (ISPA) and collaborates closely with industry associations across North America, the UK, and Europe to advance sustainability in the sleep products sector.