Dreams has partnered with designer Sophie Conran to launch her debut bedroom collection. The 11-piece range includes bedframes, bed side tables, blanket boxes and four new mattresses, two of which are manufactured at Dreams’ Bed Factory in Oldbury. The collection features temperature-regulating technology, inspired by Sophie’s personal experience of disrupted sleep during menopause.
The launch marks Sophie’s first foray into bedroom furniture, and reflects Dreams’ ongoing investment in its premium offer. It follows a period of growth, with Dreams earlier this year announcing a 4% increase in turnover YoY for FY24.
The collection is available online and in stores nationwide.
Sophie says: “Like many women going through the menopause, I experienced nights where I would wake up feeling far too hot, unable to get comfortable again and literally drenched from head to toe.
“There is a lot of wearing cotton loose-fitting pyjamas and cotton sheets, but nothing about the mattress we sleep on – I wanted to address that. Those broken nights made me realise how crucial temperature is to sleep quality. This collection of natural mattresses came from a desire to create something that genuinely helps – a mattress that works with your body, not against it, to keep you at a comfortable temperature all night.”
Dan Parsons, CCO at Dreams, says: “This partnership represents an exciting evolution of our premium positioning strategy and our commitment to serving the wellbeing of our diverse customer base. By combining Sophie’s elegant design with our manufacturing expertise, we’ve created a collection that is both aesthetic and functional, championing innovation and inclusivity.”
