Dreams targets younger shoppers with new brand

Dreams has launched another standalone brand, aimed at younger shoppers.

Sleep and Snooze is online only and is aimed at specifically with a younger, digital-first customer in mind. As well as those who are looking to buy their first mattress or furnish their own home, the range is also targeted at those who want to create comfortable spare rooms for guests.

To make the shopping process as simple as possible, Sleep and Snooze offers a limited capsule collection of about 40 mattresses (depending on size) and 40 bed frames alongside a selection of headboards and bedding. Prices range from £80-£599.

To satisfy young consumers who value immediacy, all products will be held in stock by the retailer with one week delivery and the option for free delivery – morning or afternoon timeslots cost £24.

The website makes no mention of being part of Dreams: it says it has partnered with the chain for delivery, but in common with Dreams offers end on Tuesdays.

‘Sleep and Snooze has been developed with the habits of younger shoppers in mind. We know that they’re time-poor and are increasingly looking to their retailers to provide them with high-quality products that fit perfectly with their lifestyles. Sleep and Snooze does just that. Our unique capsule collection means that shoppers can find the right mattress or bed for them within minutes, whilst our delivery service means that they won’t have to wait for months to receive it. We hope to continuously develop the service, with even shorter delivery times our ultimate aim,’ says the company.

Sleep and Snooze is Dream’s latest standalone brand after it bought Feather & Black last year.



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