// Concept space for Feather & Black revealed in Dreams store
// More openings due later in 2021
// Dreams acquired Feather & Black last year
Dreams has opened the first bricks-and-mortar presence for Feather & Black since it acquired the business last year.
The new high street presence for Feather & Black comes in the form of a shop-in-shop concept located within Dreams’ Hedge End store.
Dreams said the opening in Hedge Ends marks the beginning of a new phase for Feather & Black as an multichannel brand, with two additional standalone store openings planned for the brand this year.
It comes after Feather & Black never reopened any of its stores after the first nationwide lockdown last year.
That following July, Dreams acquired the Feather & Black brand, which entailed the permanent closure of the latter’s remaining standalone stores across the country.
Leading up to the Covid-19 pandemic, Feather & Black had been under administration.
While the new concession opening cements Feather & Black’s position within the wider family of Dreams brands, the concept is distinct.
Reflecting its high-end offer, the Hedge End store now dedicates its 5381sq ft mezzanine to Feather & Black and showcases its best-known products alongside new lines.
Additionally, a dedicated design space also allows customers to explore a range of samples and finishes for the Feather & Black Made to Order bed collection.
“This is hugely exciting for us and we hope customers feel the same way,” Dreams chief executive Mike Logue said.
“More so than with other products, we know that having the ability to touch, try and feel before you buy is really important to people investing in high-end mattresses and furniture.
“At the same time, the Hedge End store is a real marker of how Feather & Black has gone from strength to strength in the last year. It’s been great to see its doors open once again.”
Feather & Black director Suzannah Taggart said: “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.
“It has been a labour of love to develop this store, and we’re delighted to see our customers interact with our products once more.
“We’re very excited to be working on future store locations this year, and we know our customers can’t wait to find out where these will be.”
Hedge End is the latest store opening for Dreams and is one of Dreams’ 209 stores around the UK.