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Dreams unveils premium concept store in East Sheen

Dreams is opening a new premium concept store in East Sheen, which it says marks a “significant milestone in the company’s growth strategy”.

The new shop concept is the “first-of-its-kind” for the beds retailer, covering 4,000 sq ft across two floors and showcasing a range of branded mattresses from Flaxby, Tempur, and TheraPur.

The site features design innovations including upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves, the introduction of two 55-inch digital screens, and “premium in-store ambiance” with the chain’s signature blue perimeter walls, mood lighting, and textures.

The launch forms part of Dreams’ wider expansion and growth plan, with further store openings expected in the coming months. Additionally, the chain is hiring 50 new retail staff members.

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Dreams CEO Jonathan Hirst 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.”

He continued: “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.”

The new store concept comes after Dreams reported last month that its annual profits edged up following record store, tech and supply chain investments.

The bed specialist saw annual turnover rise 2.2% to £395m for the 52 weeks ending December 2023 while underlying EBITDA before currency movement nudged up from £58m to £59m.

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