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Dreams has appointed Sarah Morgan as general manager of Feather and Black, Dreams’ luxury brand offering.
Dreams acquired Feather and Black in July 2020, as part of its long-term strategy to strengthen its premium offering. Since then, it said the brand has played an important part in Dreams’ diversification. Moving forward, the brand said Feather and Black will “play an even greater role” in Dreams’ future, responding to customer demand for luxury bedroom furniture and bedding.
Morgan will report to Dreams CEO Jonathan Hirst, bringing a wealth of commercial experience in merchandising, buying and brand development from across the fashion, furniture and homeware sectors. Her previous roles include commercial director for Pep&Co, commercial director for Wiggle and senior positions at Tesco and George at Asda.
In her new role, Morgan will focus on Feather and Black’s in-store experience and broader offering. Feather and Black is also expanding its physical presence with additional spaces within Dreams stores. On Friday 4 April, Dreams opened the doors to its newest store in Altrincham, Greater Manchester, which features a 2300 square foot Feather and Black ‘shop in shop’.
This will be followed by a second new 3200 square foot Feather and Black space within Dreams’ Bracknell store opening this spring. These openings will bring the total number of Feather and Black bricks and mortar locations in the UK to 11.
Hirst said: “After five successful years with Feather & Black as part of the Dreams family, we’re excited to be investing in this next phase of its growth. With Sarah at the helm, we’re confident the brand will continue to serve a growing market of consumers looking for luxury bedroom furniture and bedding, made with exceptional design features and materials.”
Morgan added: “As a long-time customer, I understand the special place Feather and Black holds in people’s homes, with the team’s passion and dedication clearly coming through in every product. Over the coming months and years, we’ll focus on building on that legacy, offering our customers a range of expertly crafted and beautiful bedroom furniture both online and in-store.”
