Dreams opens new premium concept store in East Sheen
Dreams has opened a new small format concept store in London’s East Sheen.
A first of its kind for the bed and mattress retailer, the 4,000 square foot space aims to offer a premium in-store experience designed specifically for smaller high street locations.
In addition to Dreams’ product range, the store features upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves, two 55-inch digital screens to showcase campaigns and messaging, and a premium in-store ambiance with Dreams’ signature blue perimeter walls, mood lighting, and textures.
Jonathan Hirst, chief executive 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.”
The launch forms part of Dreams’ wider expansion and growth plan as it looks ahead to further store openings in the coming months.
In its 2023 financial year, Dreams made a record investment in store refits, technology upgrades and logistics improvements to position the business for continued growth in 2024 and beyond.
Hirst added: “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.”
