Feather & Black, Dreams’ higher-end brand offering, is poised for a new chapter of growth driven by leadership changes and a further presence in Dreams stores.
Dreams acquired Feather & Black in July 2020, as part of its long-term strategy to strengthen its premium offering. Since then, the brand has played an important part in Dreams’ diversification, and is set to play an even greater role in Dreams’ future, says the retailer, responding to customer demand for luxury bedroom furniture and bedding.
Underscoring this ambition is the appointment of Sarah Morgan as Feather & Black’s GM, reporting directly to Dreams’ CEO Jonathan Hirst. Sarah brings a wealth of commercial experience in merchandising, buying and brand development from across the fashion, furniture and homeware sectors. Her previous roles include commercial director for Pep&Co, commercial director for Wiggle and senior positions at Tesco and George at Asda.
In her new role, Sarah will focus on Feather & Black’s in-store experience and broader offering.
Feather & Black is also expanding its physical presence with additional spaces within Dreams stores. On 4th April, Dreams opened the doors to its newest store in Altrincham, Greater Manchester, which features a 2300 sqft Feather & Black ‘shop in shop’. This will be followed by a second new 3200 sqft Feather & Black space within Dreams’ Bracknell store opening this spring.
These openings will bring the total number of Feather & Black bricks-and-mortar locations in the UK to 11.
Jonathan Hirst says: “After five successful years with Feather & Black as part of the Dreams family, we’re excited to be investing in this next phase of its growth. With Sarah at the helm, we’re confident the brand will continue to serve a growing market of consumers looking for luxury bedroom furniture and bedding, made with exceptional design features and materials.”
Sarah adds: “As a long-time customer, I understand the special place Feather & Black holds in people’s homes, with the team’s passion and dedication clearly coming through in every product. Over the coming months and years, we’ll focus on building on that legacy, offering our customers a range of expertly crafted and beautiful bedroom furniture both online and in-store.”
Pictured: Sarah Morgan (centre) at the opening of Feather & Black's Altrincham 'shop in shop' last week
