Dreams has opened its first premium concept store

The beds and mattresses retailer opened the first-of-its-kind concept store in East Sheen, southwest London, featuring a range of premium products and upgraded store fittings. 

Covering 4,000 sq ft across two floors, the store has upgraded technology including new lightboxes, digital screens and mood lighting, to “create a calm, stylish environment”.

Dreams is in the midst of a store estate expansion and refurbishment programme with further openings expected in early 2025. 

Dreams chief executive 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.

“By bringing this experience to smaller high street locations, we’re making Dreams more accessible without compromising quality. These investments are part of our ongoing efforts to ensure every customer enjoys a seamless journey to better sleep. I’m excited about what’s to come as we continue to bring new, elevated store formats to customers across the UK.”

Last month, Dreams posted a sales increase of 2.2% to £395.4m for the year ending December 2023, while its key profit measure underlying EBITDA rose to £59m from £58m. 

The retailer revealed it had invested a “record-breaking amount” in store expansion and refits during its financial year, including upgrades to its technology systems, supply chain and machinery as part of a modernisation programme. 

The retailer also opened four new stores, refitted another 22 and opened a distribution centre in the Midlands, which is now its largest. Another warehouse has opened in Gartcosh, North Lanarkshire, which increased its stock capacity by 30%.