Dreams looks to triple numbers

Beds retailer Dreams has identified the potential to triple store numbers to 200, and is preparing to launch a new high street fascia in 2004.

Chairman and managing director Mike Clare had previously said that expansion would take the 76-store chain to more than 100 shops.

However, 12 new stores next year and 15 the year after could mean the target will be hit in two years.

Clare said a new, themed chain, branded Sleep and carrying the Dreams logo, will be piloted in high street locations.

He said: 'It will sell things such as bedlinen, nightwear, teasmades, alarm clocks and gift items. The concept will be for smaller stores.'

He added: 'The logical way for us to expand from here is to open (a total of) 200 stores, open the Sleep shops and look at mail order.'

He said the expansion of the main Dreams fascia will increase the chain's market share from 4 per cent to 10 per cent of the£1.1billion market.

As part of the expansion, Clare said he will maintain approximately 10 per cent of the chain as franchisees. He admitted that there have been enquiries about buying the business, but said there are no plans to sell.

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