Strategy (6)
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Retail Navigator Analysis
Dreams (Strategy)
Dreams has entered what it refers to as a “new period of growth” under the ownership of Tempur Sealy from 2021 under former COO Jonathan Hirst as CEO.
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Retail Navigator Analysis
Ecommerce at Dreams
New chief information officer Dan West is charged with improving the digital customer experience to drive growth.
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Retail Navigator Analysis
Technology strategy at Dreams
The bed specialist is working to provide an industry-leading digital offer that is customer-centric and appointed Dan West as its first chief information officer in May 2023 to drive things forward.
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Retail Navigator Analysis
Supply chain at Dreams
Dreams invested £2m into the opening of a new DC in Willenhall in March 2023 as part of its current growth strategy. The 260,000sq ft warehouse is the largest within its network of 18 distribution sites across the UK.
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Retail Navigator Analysis
Stores at Dreams
Over the past couple of years, new openings have largely been offset by the closure of original high street units, with the retailer trading from a total of 208 locations at the end of 2022. Going forward from 2023, management is committed to “a prudent store expansion strategy into new as well as existing areas”.
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Retail Navigator 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.