Dreams has launched a new premium concept store in East Sheen, marking a significant step in its growth strategy.
- The store is a first for the retailer, featuring 4,000 sq ft of space with advanced designs.
- Innovations include upgraded Sleepmatch technology and 55-inch digital screens to enhance customer experience.
- The retailer plans to open more stores and is hiring 50 new retail staff.
- Dreams’ recent financial performance shows a slight increase in annual profits and turnover.
Dreams, the well-known bed retailer, has recently opened a new premium concept store in East Sheen. This store launch is being viewed as a notable milestone in the company’s ongoing growth strategy. Covering an area of 4,000 square feet spread over two floors, the store is filled with branded mattresses from popular names like Flaxby, Tempur, and TheraPur.
The new concept is distinguished by its innovative design features, including upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves. Additionally, two 55-inch digital screens have been installed to create a premium in-store environment. The ambiance is further enhanced by Dreams’ signature blue perimeter walls, mood lighting, and diverse textures.
CEO Jonathan Hirst commented on the store’s opening, saying: ‘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.’ He also noted that the introduction of this premium shopping experience to smaller high street locations aims to make Dreams more accessible, while maintaining quality.
This new outlet forms part of Dreams’ broader expansion plan, which includes several more store openings anticipated in the near future. The company is also looking to increase its workforce with the hiring of 50 new retail staff members, pointing towards sustained growth.
Financially, Dreams has shown steady progress. The company’s annual turnover increased by 2.2%, reaching £395 million for the year ending December 2023. Alongside this, their underlying EBITDA before currency movements rose slightly from £58 million to £59 million, following a period marked by significant investments in stores, technology, and their supply chain.
Dreams’ expansion through strategic store openings and technology investments reflects its ongoing commitment to improving customer accessibility and experience.
