Dreams has announced the opening of its new premium concept store in East Sheen, marking a key milestone in the company’s growth and expansion strategy. The East Sheen location is the first of its kind, introducing a boutique-style experience tailored for smaller high street sites while reflecting the brand’s focus on a more premium, personalised shopping journey. Spanning 4,000 square feet across two floors, the store offers a curated selection of branded mattresses, featuring collections from Flaxby, Tempur, and TheraPur.
The East Sheen store introduces a range of design innovations aimed at enhancing the in-store experience. The upgraded Sleepmatch technology, now displayed with illuminated lightboxes and floating shelves, provides an intuitive journey for customers as they search for their ideal mattress. Additionally, Dreams has incorporated two 55-inch digital screens for dynamic campaign and service messaging—an interactive first for the brand. With the brand’s signature blue perimeter walls, mood lighting, and calming textures, the store’s interior creates a stylish, serene environment designed to make the mattress selection process enjoyable and relaxing.
Early trading at East Sheen has already shown promising results, with a positive response from the local community. The initial performance reflects Dreams’ commitment to offering a premium in-store experience, underscoring the value customers place on experiencing products in person before making a purchase.
As part of its wider growth initiative, Dreams has outlined plans for further store openings in the coming months. This expansion also includes the recruitment of 50 new retail colleagues, who will undergo the brand’s newly introduced ‘Consumer Journey’ training to ensure that every location provides an exceptional customer experience. This growth builds on Dreams’ record investment in store refurbishments, technology upgrades, and logistics improvements during FY23, positioning the retailer for sustained growth into 2024 and beyond.
Jonathan Hirst, CEO of Dreams, commented on the opening, saying, “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.”
The new concept store in East Sheen represents Dreams’ latest effort to evolve its retail strategy, balancing an accessible high street presence with a premium shopping experience. As the company moves forward, it aims to bring this enhanced model to more locations, supporting its commitment to customer service and innovation across the UK.
