Dreams has appointed Gemma Saunders as its new director of people, effective 3rd November 2025.
Gemma brings more than 20 years of HR experience across retail, travel and hospitality sectors to the role, and has a proven track record of delivering people strategies that drive commercial growth.
She joins Dreams from TUI, where she spent more than a decade, over half of which was in senior HR leadership roles, most recently serving as head of people services and reward, overseeing the people agenda for TUI’s UK and Ireland businesses. She has also held roles at consumer-facing businesses including Sainsbury’s, Carphone Warehouse and GLH Hotels.
At Dreams, Gemma will lead the company’s people strategy for its 2,500 members of staff who work across BedQuarters, the Dreams Bed Factory in the Midlands, as well as its 12 distribution centres and 220 stores across the UK.
Gemma joins Dreams’ senior leadership team as the retailer builds on its market-leading position to drive further growth. The company recently reported turnover of £412.5m and continued market outperformance for FY24, underpinned by sustained investment across stores, logistics, digital infrastructure and colleague experience.
Jonathan Hirst, CEO of Dreams, says: “I’m delighted to welcome Gemma to the team. She brings an impressive track record of leading people strategies across complex, consumer-led organisations, and a clear passion for building inclusive and high-performing cultures. Our colleagues are our best asset and how we deliver brilliant products and service for our customers. Gemma’s experience and energy will be invaluable for this phase of growth.”
Gemma adds: “Retail has always been my passion, so joining Dreams, a well-loved brand with a strong reputation and a great culture, was an opportunity I grabbed with both hands. I’m excited to drive forward Dream’s people’ agenda, further nurturing our talent and culture to deliver our business goals.”
