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Dreams expands into homeware


Bed chain Dreams has followed the example of former sister chain SCS and expanded it's product offer.

Its first Dreams At Home, which opened last month in Watford, offers a selection of carpets and more than 500 products from Sabichi including furniture, electrical, kitchen, bedroom and bathroom accessories, and home furnishings.

'We are excited to be launching this first homeware concept format in collaboration with Sabichi, which will offer Dreams customers an impressive choice of high quality, contemporary homeware at excellent value prices, in addition to our extensive range of beds, bedroom furniture and soft furnishings,' says Jeremy Gerken, Dreams retail director. 

Last October Mike Logue, Dreams chief executive, said many of its stores were too large and it would look into expanding into other product areas.