Dreams has announced the opening of a novel premium concept store in East Sheen, marking a step forward in its expansion plan.
- This store is unlike any other from Dreams, spanning 4,000 sq ft and featuring a diverse range of top mattress brands.
- Design enhancements include advanced Sleepmatch technology, large digital displays, and an inviting store atmosphere.
- The opening is part of Dreams’ wider strategy for growth, with more store launches on the horizon and recruitment underway.
- CEO Jonathan Hirst emphasises customer experience, making high-quality sleep solutions more accessible across the UK.
Dreams has unveiled a groundbreaking premium concept store in East Sheen, which it claims represents a significant advancement in its business expansion. Covering an area of 4,000 square feet across two floors, the store is an unprecedented venture for the beds retailer, showcasing a wide array of premium mattresses from renowned brands such as Flaxby, Tempur, and TheraPur.
One of the key features of this new store is its integration of modern design elements. The upgraded Sleepmatch technology is prominently displayed using illuminated lightboxes and floating shelves, enhancing the visual appeal and functionality of the store. Additionally, the introduction of two 55-inch digital screens adds a modern touch, providing customers with interactive and informative content about the products available.
This launch is part of Dreams’ broader strategic initiative aimed at expansion and customer engagement. Further store openings are anticipated in the coming months, reflecting the company’s commitment to bringing innovative retail experiences to more locations. To support this growth, the chain is also in the process of hiring 50 new retail staff, demonstrating an investment not only in technology but also in human resources.
Jonathan Hirst, CEO of Dreams, highlighted the company’s dedication to enhancing customer experiences. He remarked that the new store concept is designed to offer a welcoming and premium shopping environment where customers can receive expert guidance from staff in selecting the ideal bed. By extending this innovative store format to smaller high street locations, Dreams aims to enhance accessibility to its products without sacrificing quality.
The unveiling of this innovative store format follows a period of financial growth for Dreams, who recently reported a rise in annual turnover to £395 million for the fiscal year ending December 2023. This financial uplift, along with improvements in store technology and the supply chain, underscores the company’s forward momentum in the competitive retail market.
The launch of Dreams’ new concept store highlights its ongoing effort to enhance retail experiences and expand market presence across the UK.
