Dreams has launched a new premium concept store in East Sheen, marking a major step in their growth plan.
- The store is unique for Dreams, offering 4,000 sq ft of retail space over two floors.
- Features include innovative Sleepmatch technology, digital screens, and a luxurious in-store atmosphere.
- This opening is part of Dreams’s broader expansion with more store launches expected soon.
- Dreams is also recruiting 50 new staff members to enhance customer service.
Dreams has launched a groundbreaking new premium concept store in East Sheen, positioning it as a major development in the brand’s strategic expansion. The facility spans 4,000 square feet across two levels, offering a vast array of branded mattresses from well-known names such as Flaxby, Tempur, and TheraPur.
The store sets itself apart with state-of-the-art design elements like advanced Sleepmatch technology, showcased through illuminated lightboxes and floating shelves. Additionally, the store integrates two 55-inch digital screens to enhance the shopping experience, while achieving a premium ambiance with signature blue walls, mood lighting, and textural design.
This launch is indicative of Dreams’ extensive growth strategy. More openings are anticipated in the forthcoming months, underlining the company’s commitment to expanding its footprint across the United Kingdom. To support this growth, the company is actively hiring 50 new retail staff members, underscoring its investment in providing superior customer service.
Jonathan Hirst, the CEO of Dreams, articulated the company’s intent by stating, “The opening of our new concept store in East Sheen demonstrates our dedication to giving customers the best possible experience when shopping for a bed. We’ve designed a welcoming, premium environment where our bed experts are on hand to help customers find the perfect bed for their needs.”
Hirst added that the move aims to render the shopping experience more accessible without sacrificing quality, as these developments are part of a broader effort to enhance the customer journey towards better sleep. He expressed excitement about future innovations as the brand continues to introduce new, elevated store formats to its customer base.
Financially, Dreams is on a strong footing, as evidenced by its recent financial results. The company reported a rise in annual turnover by 2.2% to £395 million for the year ending December 2023. This period also saw an increase in earnings before interest, taxes, depreciation, and amortisation from £58 million to £59 million, highlighting the effectiveness of recent investments in stores, technology, and supply chain.
Dreams’ new concept store in East Sheen reflects a strategic pursuit of growth and improved customer experience in the retail sector.
