Dreams opens “first-of-its-kind” concept store in London
Dreams has opened a “first-of-its-kind” concept store in London’s East Sheen neighbourhood.
The bedding and furniture retailer’s new store spans 4,000 sq ft across two floors, and forms a “significant milestone in the company’s new growth strategy”.
In addition to Dreams’ range of products, the store’s features include illuminated lightboxes and floating shelves, two 55-inch digital screens, and an in-store ambiance with the brand’s signature blue walls, mood lighting, and textures.
The opening forms part of Dreams’ wider expansion and growth plan, with further store openings expected over the next few months.
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.”