// Luxury bed brand is expanding its physical presence
// The omni-channel offering is expected to continue to grow offline in 2022
Dreams’ luxury bed brand Feather & Black is expanding its physical presence to complement its online offer, with further plans in place for 2022.
The first Feather & Black concept store launched as part of the Dreams Hedge End store in July this year. Three further bricks and mortar stores have launched over recent weeks, in Watford, Knaresborough and Canterbury.
More store openings are planned for 2022.
The spaces illustrate Feather & Black’s continued development as an omni-channel brand and feature best-selling Feather & Black lines, with a focus on luxury, high-end and premium ranges.
Read more: Dreams makes changes to senior leadership team
“The combination of Dreams’ retail expertise and customer focus, alongside Feather & Black’s luxury products, has been a recipe for success over the last year,” said Jonathan Hirst, chief operating officer and in-coming ceo.
“Investing in Feather & Black’s store footprint has been a key part of its development as an omnichannel brand, and we’re excited to see it go from strength to strength in the new year.”
Director of Feather & Black Suzannah Taggart added: “We know that having a physical presence is crucial for our customers – not only so that they can try out our beds and mattresses, but so that they can really sense what it might look like in their own home.
“Following the successes of our mezzanine showroom, we’re thrilled to have opened three more stores in 2021 and have plans to add more in 2022.”
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