Sweet Dreams, a respected name in the bed industry, stands at a pivotal juncture. With a history stretching back to 1988, the company has cultivated a reputation for quality, customer focus and product innovation. Now, as the sleep landscape evolves, so too must Sweet Dreams. The brand is embarking on a significant refresh to align with the contemporary demands of a discerning clientele.
At the heart of Sweet Dreams is a commitment to crafting exceptional sleep experiences. Through meticulous design, premium materials and an unparalleled dedication to customer satisfaction, the company has built a loyal following. The impending rebrand is a testament to Sweet Dreams’ aspiration to ascend to new heights, positioning itself as a purveyor of luxury sleep solutions.
A cornerstone of this evolution is the introduction of a new product line encompassing beds, mattresses and bed frames. This expansion is driven by a desire to offer a comprehensive range of sleep options, infused with cutting-edge technology and opulent materials.
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‘By placing a premium on personalised comfort, Sweet Dreams aims to cater to the diverse preferences of its target market. The new bed range focuses on seven new collections.
‘The Premium range features our bestselling pocket spring systems with sumptuous knits, pillow and box tops,’ says Nick Williams, Sweet Dreams UK sales manager.
‘The Landmark collection, successfully launched at last year’s Bed Show, features FR-chemical free, eco-friendly, sustainably sourced materials that are 100% recyclable at end of life. Using our quality pocket spring systems, Landmark comes in a range of 1,000, 1,500 and 2,000 spring counts with tufted and quilted choices. The bases and headboards are FSC compliant and made from 100% recyclable fabric.
‘The Defined Edge range gives a high quality encapsulated finish with a wide choice of pocket counts. This year there are both quilted and tufted options.
‘New for the Bed Show is the Naturals collection. Luxurious high pocket counts of 4,000, 4,500 and 5,000 feature 24mm latex to the full FR-chemical-free sleep surface, matched with a combination of wool, lamb’s wool, cashmere and mohair.
‘New for 2024, a refreshed and revitalised Well-Being collection offers high-quality quilted knit and tufted beds featuring a range of health-promoting well-being properties. All are based on our bestselling pocket spring systems. Increasing the comfort factor, a selection of memory foams complete the range.
‘The Traditional range has long been a strength for Sweet Dreams and the 2024 collection really delivers. Fabulous new tickings along with our high quality pocket spring system really hit the mark on premium value and price.
‘The Premium, Defined Edge, Naturals, Wellbeing and Traditional Collections all come with a luxury FSC-compliant base and matching full-size and strutted headboards, with wide choice of storage and fabric options.
‘The Bonnell collection features both ortho and comfort Bonnell springs, focused on value for money and a great entry price point. Bonnell offers a choice of quilted or tufted, with memory options. For 2024, the Bonnell collection will continue to use the FSC Ridley base and matching headboard collection, with a choice of three value-led fabrics.’
A selection of the new collections will be seen at the Bed Show, and visitors can pick up their copy of the new product catalogue. which encompasses the whole Sweet Dreams’ range including beds, mattresses, frames, TV beds, sofa-beds and sofas.
Recognising the environmental implications of the sleep industry, Sweet Dreams is focusing on sourcing fabrics and fillings from more UK-based suppliers.
‘Our UK-made bed frames, hybrid beds and TV beds remain a priority for further development this year, with several new products being launched for 2024. A commitment to the NBF’s Pledge For Our Planet in 2022 has put in place a drive to a more sustainable cradle-to.the-grave product offer, highlighted by our first sustainable, eco-friendly range, Landmark,’ says Williams.
To complement its product offerings and elevate brand perception, Sweet Dreams continues to provide speedy delivery. Covering the whole of the UK, and investing in fit-for-purpose vehicles to improve accessibility into inner-city areas, Sweet Dreams is now able to offer more efficient and easy deliveries to customers where delivery space is at a premium.
The Bed Show presents an opportune platform to unveil Sweet Dreams’ rebranding and introduce the new product line.
‘The new range offers an everyday low price and has very commercial floor display discounts, allowing customers the opportunity to display great new product at an attractive price. Following on from the Bed Show, look out for Sweet Dreams’ dedicated bed and mattress show van. Designed to maximise space, it enables customers the opportunity to review key products in the range at their leisure and at a time to suit them.
‘The Sweet Dreams rebrand is a strategic move designed to elevate the brand’s stature, expand its product portfolio, and enhance the overall customer experience.’
