National bed retailer Dreams has announced the opening of its new premium concept store in East Sheen, marking a significant milestone in the company’s growth strategy.

The new East Sheen store concept is the first of its kind for Dreams and represents the future of its retail strategy, introducing a more premium in-store experience designed specifically for smaller high street locations. Covering 4,000 square feet over two floors, this store showcases a carefully curated range of branded mattresses from Flaxby, Tempur, and TheraPur.

The East Sheen store features several design innovations, including:

• Upgraded Sleepmatch technology presented with illuminated lightboxes and floating shelves, enhancing the customer journey and product experience.
• The introduction of two 55-inch digital screens, a first for Dreams, which dynamically showcase campaign and service messaging.
• Premium in-store ambiance with Dreams’ signature blue perimeter walls, mood lighting, and textures, designed to create a calm, stylish environment.

Dreams has already seen an impressive store performance during East Sheen’s first weeks of trading. The positive reception from the local community is testament to the care Dreams has put into providing an excellent customer experience and the need for customers to experience products in store.

The launch forms part of Dreams’ wider expansion and growth plan, with further store openings expected in the coming months. Additionally, the brand is recruiting 50 new retail colleagues who will benefit from Dreams’ latest ‘Consumer Journey’ training, ensuring an exceptional customer experience across all locations.

This builds on the record investment in store refits, technology upgrades, and logistics improvements Dreams made in FY23 which have positioned the business for this continued growth in 2024 and beyond.

Jonathan Hirst, CEO of Dreams, said: “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. These investments are part of our ongoing efforts to ensure every customer enjoys a seamless journey to better sleep, and I’m excited about what’s to come as we continue to bring new, elevated store formats to customers across the UK.”