Dreams strengthens management

Dreams has strengthened its management with two senior appointments.

Emma Long has joined from DFS where she was customer change director as chief customer officer, responsible for the bed chain’s retail and customer service teams.

‘I’ve always admired how Dreams consistently puts the customer at the forefront of everything it does. By listening to customers and putting their needs first, Dreams has created an unrivalled level of customer service. I look forward to working with the customer service and retail teams to continue Dreams’ success,’ she says.

Shelly Dickinson has become Dreams’ first head of people and will be responsible for its people-first strategy. Most recently, she was the head of people at McColl’s. ‘I’m incredibly excited to be joining Dreams in this newly created role and to be given the challenge of driving forward the People-First strategy. Dreams’ colleagues sit at the heart of the operation, so it’s a real honour to lead such a fantastic team,’ she says.

‘I’m delighted to welcome both Emma and Shelly on board at Dreams. Both will be great additions to our executive team. Emma will play an important role in maintaining Dreams’ relentless focus on our customers, drawing on her wealth of experience from some of the country’s biggest retailers,’ says Jonathan Hirst, Dreams ceo.

‘Dreams also wouldn’t be the business it is without our colleagues, which is why we’ve introduced our first head of people role. Shelly’s depth of experience in delivering successful people strategies for retail businesses will be invaluable, and we look forward to welcoming her and the ideas that she’ll bring to Dreams.’

Dreams Emma Long

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