Strategy (6)
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Prospect AnalysisDreams (Strategy)
Dreams is entering what it refers to as a “new period of growth” under the ownership of Tempur Sealy from mid-2021.
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Prospect Analysis
Ecommerce at Dreams
Ecommerce plays a growing role in Dreams’ strategy. As part of a three-year strategy, the retailer implemented a new web platform in 2018 and is planning other investments to enable it to gain a single view of the customer.
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Prospect Analysis
Technology strategy at Dreams
The bed sector has typically been behind the curve when it comes to technology developments. Dreams is looking to change that as it has adopted a multichannel approach to technology and prioritised projects that help align its online and store channels.
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Prospect Analysis
Supply chain at Dreams
Dreams is a vertically integrated business with some 60% of its product manufactured in-house at its UK factory in Birmingham.
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Prospect Analysis
Stores at Dreams
Dreams’ store count has been on the rise over the past four years and the retailer is gradually coming closer to its goal of having a major presence on a national scale. It does not operate international stores.
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Prospect Analysis
Customer and marketing at Dreams
Over the years, Dreams has taken initiatives to broaden its geographic reach with new stores, as well as its demographic with new product ranges.
