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Dreams has announced the opening of its new premium concept store in East Sheen, which it said represents the “future of its retail strategy”.
The new East Sheen store concept is the first of its kind that is designed specifically for smaller high street locations.
Covering 4,000 square feet over two floors, the new site showcases a carefully curated range of branded mattresses from Flaxby, Tempur, and TheraPur.
The East Sheen store features several design innovations, including an upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves, and 55-inch digital screens, a first for Dreams.
The interiors also include Dreams’ signature blue perimeter walls, mood lighting, and textures.
Dreams stated that it has already seen an “impressive” store performance during East Sheen’s first weeks of trading.
The launch forms part of Dreams’ wider expansion and growth plan, with further store openings expected in the coming months. Additionally, the brand is recruiting 50 new retail colleagues who will benefit from Dreams’ latest ‘Consumer Journey’ training.
This builds on the record investment in store refits, technology upgrades, and logistics improvements Dreams made in FY23 which have positioned the business for this continued growth in 2024 and beyond.
Jonathan Hirst, CEO of Dreams, said: “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 guide customers and help them find the perfect bed for their needs.
“By bringing this experience to smaller high street locations, we’re making Dreams more accessible, without compromising on quality. These investments are part of our ongoing efforts to ensure every customer enjoys a seamless journey to better sleep, and I’m excited about what’s to come as we continue to bring new, elevated store formats to customers across the UK.”
