Dreams has unveiled a high street concept store that it says will be the future of its retail offer.
The store, in East Sheen, south-west London, is designed to deliver a more premium in-store experience and features a collection of branded mattresses from Flaxby, Tempur, and TheraPur.
The 4,000sqft branch is spread over two floors and includes upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves, enhancing the customer and product experience ; the introduction of two 55in digital screens – a first for Dreams – which showcase campaign and service messages and premium in-store ambiance with Dreams’ signature blue perimeter walls, mood lighting, and textures, designed to create a calm, stylish environment.
‘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 on quality. I’m excited about what’s to come as we continue to bring new, elevated store formats to customers across the UK,’ says Jonathan Hirst, Dreams ceo.
The launch forms part of Dreams’ wider expansion and growth plan, with further store openings expected in the coming months. Additionally, the chain is recruiting 50 staff who will benefit from Dreams’ latest ‘Consumer Journey’ training, designed to ensure an ‘exceptional customer experience’ across all locations.
