Dreams partners with Sophie Conran on her debut bedroom collection
Dreams has partnered with designer Sophie Conran to launch her debut bedroom collection.
Spanning 11 products. the range includes bedframes, bed side tables, blanket boxes and four new mattresses, two of which are manufactured at Dreams’ Bed Factory in Oldbury.
Dreams said the collection incorporates advanced temperature-regulating innovation, inspired by Conran’s experience of disrupted sleep during menopause. This includes mattresses made with layers of British wool, bamboo and alpaca fibres to provide natural breathability, and advanced Platinum 3D polyester to enhance airflow and prevent heat build-up.
The launch forms part of Dreams’ ongoing strategy to invest in its premium offer. Earlier this year, the retailer announced it had delivered a 4% increase in turnover for FY24.
Dan Parsons, chief commercial officer at Dreams, said: “This partnership represents an exciting evolution of our premium positioning strategy and our commitment to serving the well-being of our diverse customer base.
“By combining Sophie’s elegant design with our manufacturing expertise, we’ve created a collection that is both aesthetic and functional, championing innovation and inclusivity.”
