Dreams has opened a new store incorporating its luxury brand Feather & Black at the Gallagher Shopping Park in Wednesbury.
The store is one of Dreams’ biggest investments to date in bricks and mortar. It is the fifth Feather & Black store to have opened in the last nine months, further underlining its growth as an omnichannel brand.
Opening in one of the region’s highest-footfall retail parks, it is also projected to be one of Dreams’ best-performing stores.
Dreams will mark the opening of the new store with a multichannel campaign across direct marketing, outdoor, digital and radio advertising.
The new store has created 10 new jobs, providing opportunities for those living in the local area.
Jonathan Hirst, CEO of Dreams, says: “Feather & Black has been extremely prosperous over the last year – a real mark of achievement amongst a challenging environment. This latest opening further underlines our commitment to boosting our bricks-and-mortar presence and represents one of our biggest investment to date. We can’t wait to welcome visitors in-store.”
Suzannah Taggart, director of Feather & Black, adds: “We’re thrilled to add the Wednesbury store to our growing physical portfolio. We have seen real success with the Feather & Black showrooms over the last year, with their distinct aesthetic really resonating with customers,
“This store was also a complete blank canvas, making it a real joy for us to our own Feather & Black stamp on it. What better time too to display our ranges alongside Dreams’ premium offering, bringing the high-end ranges together within one conceptual space? We can’t wait to welcome visitors from Wednesbury and further afield in-store.”
Pictured: Fabio Perrotta, director of buying at Dreams; Ben Whittle, director of property at Dreams; Jonathan Hirst, Dreams CEO; Simon Dyer, director at Tempur Sealy, Asia Pacific; Dreams' Wednesbury store team; and Slade's Noddy Holder, representing Variety, the Children’s Charity
