Dreams has appointed Shelly Dickinson and Emma Long as its new head of people and chief customer officer respectively.
Joining as the bed retailer’s first head of people, Dickinson will lead Dreams’ people-first strategy.
Dickinson began her career at Tesco where she held various HR roles for 10 years.
She joins Dreams from McColl’s retail group where she was head of people.
She said: “I’m incredibly excited to be joining Dreams in this newly created role and to be given the challenge of driving forward the people-first strategy.
“Dreams’ colleagues sit at the heart of the operation, so it’s a real honour to lead such a fantastic team.”
Long has 25 years of experience in the retail sector, the last five of which were spent working at DFS.
She previously worked as both the chief operating officer and retail director at Dwell retail.
In her most recent role, Long led the customer transformation strategy for DFS as its customer change director.
In her new role as chief customer officer, Long will be responsible for Dreams’ retail and customer services team.
Long said: “I’ve always admired how Dreams consistently puts the customer at the forefront of everything they do.
“By listening to customers and putting their needs first, Dreams has created an unrivalled level of customer service. I look forward to working with the customer service and retail teams to continue Dreams’ success.”
Chief executive Jonathan Hirst said: “I’m delighted to welcome both Emma and Shelly on board at Dreams. Both will be great additions to our executive team.
“Emma will play an important role in maintaining Dreams’ relentless focus on our customers, drawing on her wealth of experience from some of the country’s biggest retailers.
“Dreams also wouldn’t be the business it is without our colleagues, which is why we’ve introduced our first head of people role.
“Shelly’s depth of experience in delivering successful people strategies for retail businesses will be invaluable, and we look forward to welcoming her and the ideas that she’ll bring to Dreams.”
Dreams announced a £5m cost-of-living support package for its staff in November last year after reporting strong profits despite inflationary pressures in 2021.
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