This will be one of Dreams’ biggest investments to date in bricks-and-mortar retail, it is expected to be one of the retailer’s best performing stores.
Dreams said the shop aims to maximise the customers’ in-store experience with the ground floor showcasing beds and mattresses, and the mezzanine floor featuring dressed beds and luxury fixtures.
Ranges also include best-selling Feather & Black lines such as its weathered oak bedroom furniture ranges, alongside Dreams’ high-end bed frames and premium brands such as Country Living and House Beautiful.
Dreams will support the store opening with a multichannel campaign covering direct marketing, outdoor, digital and radio advertising.
