Dreams has launched its first premium concept store in East Sheen, marking a key step in its growth strategy.
- Occupying 4,000 sq ft across two floors, the store features state-of-the-art design and technology for a unique customer experience.
- Branded mattresses from Flaxby, Tempur, and TheraPur are prominently displayed in the modern layout.
- Innovations include advanced Sleepmatch technology with digital enhancements for better service.
- Dreams plans to hire 50 new staff, signalling further expansion in the coming months.
Dreams has embarked on an ambitious expansion by unveiling its inaugural premium concept store in East Sheen. This new store represents a significant milestone in the company’s strategic growth path, characterised by innovative designs and advanced technology that elevate the customer shopping experience.
The store spans 4,000 square feet over two levels, offering a modern and sophisticated environment. It prominently displays a selection of branded mattresses, including those from Flaxby, Tempur, and TheraPur. The layout is designed not only to showcase these premium products but also to create an inviting and comfortable shopping atmosphere.
Among the store’s cutting-edge features are upgraded Sleepmatch technology, presented with illuminated lightboxes and floating shelves, as well as the integration of two 55-inch digital screens. These technologies aim to assist customers in selecting the ideal mattress and to enhance their overall shopping journey.
The East Sheen outlet is part of Dreams’ broader plans for expansion and growth, with more stores expected to open in the near future. The company intends to recruit 50 new retail staff members, reinforcing its commitment to providing high-quality service and expertise.
Jonathan Hirst, CEO of Dreams, expressed enthusiasm about the new store, highlighting its role in making the shopping experience more accessible and maintaining high standards. “We’ve designed a welcoming, premium environment where our bed experts are on hand to guide customers and help them find the perfect bed for their needs,” he stated. He added that these investments are crucial to ensuring every customer enjoys a seamless journey to better sleep, with aspirations to introduce this elevated store format across the UK.
This launch follows Dreams’ recent financial report, which showed a minor rise in annual profits after notable investments in stores, technology, and supply chain improvements. The company recorded a 2.2% increase in annual turnover, reaching £395 million for the financial year ending December 2023, with underlying EBITDA rising slightly from £58 million to £59 million.
Dreams’ new store in East Sheen underscores its strategic commitment to innovation and quality in retail.
