Dreams, the UK’s most loved bed retailer, is expanding its footprint in the North East to meet growing consumer demand, with the opening of a new distribution centre and store in Sunderland. The investment brings together a new retail location at Pallion Retail Park and a dedicated distribution centre on the same site, strengthening Dreams’ ability to serve customers across the region.
The Sunderland store, which opened in December 2025, spans almost 9,000 square feet of retail space, showcasing Dreams’ full range of expertly crafted mattresses, pillows, bed frames and bases. The store has created five new roles for retail professionals in the local area.
Adjacent to the store, the new distribution centre commenced operations on 4 February 2026. At just under 9,000 square feet, the centre will expand Dreams’ regional stock capacity, improve product availability and support shorter lead times for customers across the North East. It runs 6 days per week, Monday to Saturday, and has created 11 new jobs, bringing Dreams’ total number of UK distribution centres to 13.
These openings form part of a wider programme of store and distribution investments that began in late 2024 and will continue through 2026, strengthening Dreams’ UK presence and supporting sustained growth.
Jonathan Hirst, CEO of Dreams, said: “We’re really pleased to be growing our presence in the North East with our Sunderland distribution centre and nearby store. We know how important it is to try before you buy when choosing a bed, and how much people value fast, reliable delivery once they’ve made that decision. By expanding our presence in Sunderland, we’re making it easier for customers across the North East to get the right advice in store and enjoy their new bed sooner.” It’s an important investment for us, and part of our wider ambition to help more people across the UK get a better night’s sleep.”
