Premium Beds By Dreams

The first Dreams store was opened by our founder Mike Clare in Uxbridge, West London, 1985. Over the next 20 years he gradually expanded the company and by 2006, when we opened our own factory in Oldbury, we had 108 stores. Two years later in 2008, Mike Clare sold the business to private equity firm, Exponent Private Equity, and stepped down from the company.

Our focus on people (colleagues and customers) and product is what’s at the heart of our success. With both customers and colleagues in mind, every one of our stores in the country has been renovated. This has included refreshing signage and store layout, including our ‘Comfort by Colour’ proposition. A simple and effective way of categorising customers’ potential mattress choices by colour, Comfort by Colour is a unique initiative and continues to be successful in making the shopping experience easier and simpler for customers.

With over 120 different products to choose from, it’s no wonder that some customers find buying a bed a stressful experience. Dreams are determined to make buying a bed even easier through its investment in innovative technology, Sleep Match. Sleep Match offers a unique instore experience that helps to understand how our customers sleep, map their body position, and then recommend them their perfect mattress – in just three minutes.

Our factory and warehouse have also been fully modernised. We’ve invested significant funds into state-of-the-art machinery, and this hasn’t only improved productivity, but also the quality of the product, which has had a noticeable impact on customer satisfaction.

The marketing and customer services departments are based at ’Bedquarters’ in High Wycombe. With over 250 colleagues, Bedquarters represents the central support centre for our entire network of stores and distribution centres, as well as the base for all customer service operations.

Listening to customers and putting their needs first is key to our success. Pillow Talk, a customer feedback tool, was introduced in 2014 to help customers provide feedback on their purchase experience. Since its introduction, Dreams has collected almost one million customer surveys and have used the feedback to continuously evaluate and improve each stage of the customers’ purchasing journey and mark real change in the business.