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Dreams and Feather & Black open new Midlands store

Bed retailer Dreams and its luxury brand Feather & Black have opened a new store at the Gallagher Shopping Park in Wednesbury. One of Dreams’ biggest… View Article

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Dreams and Feather & Black open new Midlands store

Bed retailer Dreams and its luxury brand Feather & Black have opened a new store at the Gallagher Shopping Park in Wednesbury.

One of Dreams’ biggest investments to date in bricks-and-mortar retail, it is expected to be one of the retailer’s best performing stores.

Dreams said the shop aims to maximise the customers’ in-store experience with the ground floor showcasing beds and mattresses, and the mezzanine floor featuring dressed beds and luxury fixtures.

Ranges also include best-selling Feather & Black lines such as its weathered oak bedroom furniture ranges, alongside Dreams’ high-end bed frames and premium brands such as Country Living and House Beautiful.

Dreams will support the store opening with a multichannel campaign covering direct marketing, outdoor, digital and radio advertising.

Jonathan Hirst, chief executive of Dreams, said: “Feather & Black has been extremely prosperous over the last year; a real mark of achievement amongst a challenging environment. This latest opening further underlines our commitment to boosting our bricks-and-mortar presence and represents one of our biggest investment to date. We can’t wait to welcome visitors in-store.”

Suzannah Taggart, director of Feather & Black, added: “We’re thrilled to add the Wednesbury store to our growing physical portfolio. We have seen real success with the Feather & Black showrooms over the last year, with their distinct aesthetic really resonating with customers.”

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