Feather & Black has new general manager

Dreams has appointed Sarah Morgan as general manager for its Feather & Black luxury bed brand.

With extensive experience in merchandising, buying and brand development in the fashion, furniture and homeware sectors, Morgan previously held commercial director roles at Pep&Co and Wiggle. Earlier in her career, she worked in senior positions at Tesco and George at Asda.

In her new role, she will report directly to Dreams’ chief executive Jonathan Hirst and will focus on Feather & Black’s in-store experience and broader offering.

Dreams acquired Feather & Black in July 2020 as part of its long-term strategy to strengthen its premium offering.

Jonathan Hirst, Dreams chief executive, 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.”

Feather & Black is also expanding its physical presence with additional spaces within Dreams stores. On 4 April, Dreams opened the doors to a new store in Altrincham which features a 2,300 square foot Feather & Black ‘shop in shop’. This will be followed by the launch of a 3,200 square foot Feather & Black space within Dreams’ Bracknell store this spring.