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.
National bed retailer Dreams 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 (pictured) as Feather & Black’s General Manager, reporting directly to Dreams’ CEO Jonathan Hirst.
Sarah 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, Sarah 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 3,200 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, and will further enhance the brand’s presence.
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.”
Sarah 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.”
