Dreams launches first standalone stores for Feather & Black in London
Feather & Black has opened new standalone stores in Kingston and London’s Tottenham Court Road as owner Dreams looks to accelerate the brand’s growth.
The move marks the first store openings for the premium bed brand since it was acquired by Dreams in 2020.
With the Kingston and Tottenham Court Road stores spanning 2,554 square feet and 2,184 square feet respectively, visitors to the shops will be able to explore eleven of Feather & Black’s most popular bed ranges, matching furniture, and a luxury mattress assortment that includes exclusive partnerships with Vispring and Hypnos. The stores will also offer products from Harrison Spinks.
The openings form part of a new phase of Dreams’ investment in Feather & Black. Over the past five years, Dreams has introduced Feather & Black concessions in Dreams’ stores and created a dedicated team to develop the brand’s in-store experience and wider offering.
Jonathan Hirst, chief executive at Dreams said: “We are seeing continued consumer demand for high-quality, design-led bedroom furniture and a desire to experience before buying.
“Opening these new standalone Feather & Black stores squarely responds to this trend, giving customers an additional, premium touch point with the brand, and underscores our confidence in its long-term growth potential.
“A big thank you to the entire team who have made this a reality for our customers, and we look forward to welcoming shoppers through the doors later this month.”
