Feather & Black, Dreams’ luxury brand offering, is poised for a new chapter of growth driven by leadership changes and a further presence in Dreams stores.
Dreams, the UK’s most loved bed retailer, 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. Moving forward, Feather & Black will play an even greater role in Dreams’ future, responding to customer demand for luxury bedroom furniture and bedding.
Underscoring this ambition is the appointment of Sarah Morgan as Feather & Black’s General Manager, reporting directly to Dreams’ CEO Jonathan Hirst. Morgan brings a wealth of commercial experience in merchandising, buying and brand development from across the fashion, furniture and homeware sectors. Sarah’s 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, Morgan 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 Friday 4 April, Dreams opened the doors to its newest store in Altrincham, Greater Manchester, which features a 2300 square foot Feather & Black ‘shop in shop’. This will be followed by a second new 3200 square foot 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.
These openings will enhance the brand’s presence, offering more customers the opportunity to see, touch and shop Feather & Black’s range of expertly crafted products in store.
Jonathan Hirst, Dreams CEO, said: “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.”
Morgan, Feather & Black general manager, said: “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.”
