Beds specialist Dreams has set about enhancing its store portfolio with ambitions to open 20 new-format stores this year.

The Sun European-owned retailer launched its fresh concept with an 8,000 sq ft store in Warrington late last year. 

The shop, laid out over two floors, uses colour coding to simplify the “increasingly scientific” bed-buying process for its customers. 

Chief executive Mike Logue said: “The new concept is about relaunching our Comfort by Colour proposition, helping customers to select the right mattress type and continuing to improve our in-store experience.

“We’re enhancing the look and feel of our stores and trying to bring mattress retailing into the 21st Century.”

Logue, who was drafted in to oversee the business’s turnaround in 2013, told Retail Week he intends to listen to feedback and monitor sales performance before rolling out the concept into 20 new stores this year.

He said he will also refurbish 30 existing stores in 2017, incorporating learnings and features of the new format.

The refurbishment programme and store openings will kick off after the retailer’s busy January Sale period, and will take Dreams’ store estate to around the 200-unit mark. 

In the year to December 23, 2015, Dreams’ pre-tax profits soared 3,175% to £13.1m, compared with £400,000 in 2014.