Dreams, the UK’s most loved bed retailer, has appointed Gemma Saunders as its new director of people, effective 3rd November 2025.
Saunders brings more than 20 years of HR experience across retail, travel and hospitality sectors and has a proven track record of delivering people strategies that drive commercial growth.
She joins Dreams from TUI, where she spent more than a decade, over half of which was in senior HR leadership roles, most recently serving as Head of People Services & Reward, overseeing the people agenda for TUI’s UK & Ireland business’. She has also held roles at consumer-facing business including Sainsbury’s, Carphone Warehouse and GLH Hotels.
At Dreams, Saunders will lead the company’s people strategy for its 2,500 colleagues who work across BedQuarters, the Dreams Bed Factory in the Midlands, as well as its 12 distribution centres and 220 stores across the UK.
Saunders joins Dreams’ senior leadership team as Dreams builds on its market-leading position to drive further growth. The company recently reported turnover of £412.5 million and continued market outperformance for FY24, underpinned by sustained investment across stores, logistics, digital infrastructure and colleague experience.
Jonathan Hirst, CEO of Dreams, said: “I’m delighted to welcome Gemma to the team. She brings an impressive track record of leading people strategies across complex, consumer-led organisations, and a clear passion for building inclusive and high-performing cultures. Our colleagues are our best asset and how we deliver brilliant products and service for our customers. Gemma’s experience and energy will be invaluable for this phase of growth.”
Saunders, director of people at Dreams, said: “Retail has always been my passion, so joining Dreams, a well-loved brand with a strong reputation and a great culture, was an opportunity I grabbed with both hands. I’m excited to drive forward Dream’s people’ agenda, further nurturing our talent and culture to deliver our business goals.”
