Bedding specialist Dreams has appointed Sarah Morgan to lead its Feather & Black brand as it looks to strengthen its premium offering and drive growth.

The retailer, which acquired Feather & Black in July 2020, said Morgan’s appointment would help it play “an even greater role in Dreams’ future, responding to customer demand for luxury bedroom and furniture and bedding”.

It has brought Morgan in as a general manager, responsible for Feather & Black’s in-store experience and offer.

Dreams store

Morgan’s appointment would play an ‘even greater role in Dreams’ future’

Morgan previously worked as commercial director for Pep&Co and cycling specialist Wiggle, as well as working for supermarket giant Tesco and at George at Asda.

Dreams chief executive Jonathan Hirst 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.”

Morgan added: “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.”

Alongside the new senior appointment, Dreams has said it will also expand Feather & Black’s physical footprint, with a new 2,300 sq ft shop-in-shop in Altrincham, Greater Manchester.

With plans for a second shop-in-shop to open later in spring, Feather & Black physical locations will grow to 11 in the UK this year.

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