16 July 2024, 06:43
By Furniture News Jul 22, 2021

Dreams opens Feather & Black showroom

Dreams has launched its first bricks-and-mortar presence for Feather & Black, with a concept store opening in the Dreams Hedge End store.

Despite a challenging year for retail more broadly, the opening in Hedge Ends marks the beginning of a new phase for Feather & Black as an omnichannel brand. Further growth is also on the horizon, with two additional standalone store openings planned for the brand this year.

While the opening cements Feather & Black’s position within the wider family of Dreams brands, the new store concept is distinct. Reflecting the brand’s high-end offer, the Hedge End store now dedicates its 500 sqm mezzanine to Feather and Black. The space has been designed with luxury in mind, using display cubes and distinctly branded black aluminium fittings throughout to bring the look and feel of the products to life.

The space showcases some of Feather & Black’s best-known products, such as the Versailles bed and matching weathered oak furniture, in addition to new lines. Additionally, a dedicated design space allows customers to explore a range of samples and finishes for the Feather & Black Made to Order bed collection.

Mike Logue, CEO of Dreams, says: “This is hugely exciting for us and we hope customers feel the same way. Moreso than with other products, we know that having the ability to touch, try and feel before you buy is really important to people investing in high-end mattresses and furniture. At the same time, the Hedge End store is a real marker of how Feather & Black has gone from strength to strength in the last year. It’s been great to see its doors open once again!”

Suzannah Taggart, director of Feather & Black, adds: “We know that having a physical presence is crucial for our customers – not only so that they can try out our beds and mattresses, but so that they can really sense what it might look like in their own home. It has been a labour of love to develop this store, and we’re delighted to see our customers interact with our products once more. We’re very excited to be working on future store locations this year, and we know our customers can’t wait to find out where these will be. Watch this space!”

Lucy Morgan, brand and marketing at Dreams, concludes: “This was a really exciting brief for us, but also a balancing act. We needed to create a distinct change of pace between the two retail spaces, and to really draw attention away from the perimeter architecture and inwards to the displays. This meant that we could really bring the Feather & Black offer to life for our customers, and show how the Feather & Black brand could work in their own home. We look forward to bringing this vision to future Feather & Black stores this year.”

Hedge End is the latest store opening for Dreams, and is one of 209 stores around the UK.

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