Mattress retailer Dreams has unveiled a new premium range, the Flaxby Collection, which employs natural materials and fillings from Egyptian cotton and silk to cashmere, and is handmade in the UK exclusively for Dreams. The springs are made in house, allowing the customer to choose the comfort level that is right for them. Available in soft or medium tensions, customers can choose to have different tensions on each side of the mattress, if their partner has a different comfort preference.
Jonathan Hirst, director, Dreams, says: “The Flaxby Collection brings further innovation, quality and choice to our already-extensive mattress range, and embodies British craftsmanship at its best. Every model in this premium, natural range is hand built by master bedmakers, who are all experts in their field. The combination of superior natural materials with breathable layers provides exceptional support and comfort, with the reassurance of outstanding durability, and ensuring a better night’s sleep, every night, for years to come.”
Flaxby is the latest own-brand development from Dreams. The retailer's Therapur range, launched last November, already accounts for over 15% of its mattress business.
"The success of Therapur has shown us that customers have an appetite for something new and different," Dreams' CEO Mike Logue tells Furniture News. "We’re going to continue to innovate. I came into this business and found that there were products that had been on the floor for four or five years. We’ll be making sure our financial structure will allow us to refresh our ranges twice a year, making sure we have clean, fresh products."
Read an interview with Mike in September's issue of Furniture News.
