Dreams has opened a new premium concept store in East Sheen, marking a major step in its growth plans.
- This innovative store is the first of its kind for the retailer, featuring a unique design over 4,000 sq ft.
- It incorporates advanced Sleepmatch technology and digital enhancements for an improved shopping experience.
- The launch is part of a broader expansion strategy, with more store openings on the horizon.
- Dreams is also boosting employment by hiring 50 new staff members for this concept.
Dreams has unveiled its latest concept store in East Sheen, representing a key milestone in its business strategy. This new store concept spans 4,000 square feet across two levels, featuring a selection of mattresses from various brands including Flaxby, Tempur, and TheraPur. It is the first of its kind for the company and includes several design innovations that aim to enhance the customer’s shopping experience.
The store’s design includes upgraded Sleepmatch technology, showcased through illuminated lightboxes and sleek floating shelves. Additionally, two 55-inch digital screens have been installed to provide visual engagement for customers. The store boasts a premium ambiance, highlighted by the retailer’s signature blue perimeter walls, mood lighting, and textured finishes. These features collectively create a welcoming environment that aligns with Dreams’ vision of providing quality and accessibility.
Jonathan Hirst, the CEO of Dreams, emphasized the company’s commitment to improving customer experience. He stated, ‘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 highlighted the importance of creating a welcoming, premium environment where their experts are ready to assist customers in finding the perfect bed.
The new store is an integral part of Dreams’ wider expansion and growth initiative. By bringing this concept to smaller high street locations, Dreams is making its offerings more accessible without sacrificing quality. The company has also announced plans to hire 50 new staff members to work within these new store formats, indicating a boost in employment and service capability.
This expansion follows Dreams’ recent financial success, with reports of an increase in profits due to substantial investments in store development, technology, and supply chain improvements. The company’s annual turnover has seen a modest rise to £395 million for the year ending December 2023, while underlying EBITDA experienced a slight increase. These figures reflect the positive impact of Dreams’ strategic investments on its overall performance.
Dreams’ new concept store in East Sheen signifies a forward-thinking approach in enhancing retail experiences while sustaining growth.
