Independent beds and bedroom furniture retailer Perfect Dreams shares an insight into the business following a recent anniversary milestone.
Last month, Colwyn Bay-based family business Perfect Dreams celebrated 20 years in the bed business. The independent retailer, founded in 2005 by Donna Daniel and her father John, has grown from a shop on Abergele Road, Colwyn Bay, into one of the region’s best-known names in beds and bedroom furniture.
Today, the company operates two stores in Colwyn Bay – one specialising in beds and mattresses, the other in bedroom furniture – as well as a store on Mostyn Street, Llandudno, which opened in 2014. The business is also run by Donna’s daughter Danielle, marking the third generation in the company, with the ownership bringing a combined 50 years of industry experience, all geared with one passion – to help customers sleep better.
With the official anniversary taking place on 22 November 2025, Big Furniture Group caught up with Donna and Danielle as they reflected on the past two decades and what it means for them, and the business, to reach such an historic and personal milestone.
“When I first started, I hadn’t a clue about selling beds,” Donna recalled. “Now, we know every product inside out, so when someone walks in or calls up, we can help them straight away. That knowledge and personal touch are what customers value the most.
“After being in the bed industry for many years, I felt it was time to set up on my own so I could offer my expertise and fair pricing to customers along the North Wales Coast. I actually put my house against the business and took a chance. Danielle started working here on weekends and around school/college from the age of 15 until she decided to follow her own path which, after 10 years, eventually led her back to the family business and eventually as a director.
“We have a great team. We have our sales team – Carol and Mo – who work alongside myself, Danielle and John in the shops and our fantastic delivery staff – John, Dave, Chris and our newest recruit Paz, as well as our Sunday saviours Pam and Sasha.
“To celebrate, we launched different promotions running for a week at a time, and featured a choice of free snuggly throws, free pillows and free mattress protectors with purchases over £400. We offered three lucky customers the chance to win a brand-new bedframe and one lucky customer a chance to win our best-selling bed, mattress, base and headboard included, which we promoted across our social media pages.”
Over the past 20 years, the business has achieved many milestone moments, most notably in 2014 with its expansion into Llandudno, while also supporting a number of local charity initiatives such as The Hummingbird Project, raising money for Welsh Mountain Zoo during Covid, working with its council on schemes and helping the local community.
In fact, the latter saw the company gift a bed when a customer suffered a fire, as well as gifting an elderly couple a new mattress after being the victims of a robbery – with the money stolen actually being saved for a new bed. This community spirit is a key part of Perfect Dreams’ ethos, and when scrolling through its social pages, you get a real sense of how above and beyond the business goes for its customers.
Another key element to its ongoing success is the ability to continually meet industry demand. The business has seen a shift back to more traditional beds, full of natural fillings and fabrics, as well as neutral colours to create tranquil sleeping spaces. This has been evident in the product sales throughout the year with the sustainability message showing no signs of wavering.
So, how does reaching 20 years actually feel? “We feel lucky,” says Danielle. “We have never, and will never, take our success for granted. Without our customers there would be no Perfect Dreams. Every recommendation, every review and every purchase has got us where we are and for that we just want to say ‘Thank You’. We are a small family run business and we promise that we will continue to keep offering our service high and our prices low.
“This year has been tough with rising costs and inflation. It’s a hard time for any retailer to have a presence on the high street at the moment. So, we are forever thankful to our customers who still support us and for those recommendations. Hopefully, we will still be here to celebrate many more anniversaries by keeping our pricing as fair as we can and continuing to offer the ‘Perfect Dreams’ service of free delivery, assembly and full after care.”
From customers to the people behind the business, Donna praised its loyal workforce as well as one supplier in particular that has helped boost its anniversary promotions. “We would like to add a special thanks to our staff. Thank you for your loyalty and hard work, we could not do this without every one of you.
“We would also like to thank one of our suppliers, Highgate Beds, for all the promotions and offers they have allowed us to extend to our customers for our anniversary month. We’ve had amazing support over the last 20 years and we hope to help more customers sleep soundly for many more years to come.”
