Dreams appoints Feather & Black boss to drive brand’s growth

Dreams has appointed Sarah Morgan to lead its Feather & Black brand as the bed specialist looks to strengthen its premium offering.

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

It has hired Morgan as general manager, who will be responsible for the brand’s in-store experience and broader offering.

She has previously worked as commercial director for Pep&Co and held the same role at stationery accessories retailer Wiggle, as well as worked at Tesco and George at Asda.

Dreams will expand Feather & Black’s physical presence in its store estate, with a 2300sq ft ‘shop-in-shop’ at its location in Altrincham, Greater Manchester.

This will be followed by a 3200sq ft Feather & Black space within the retailer’s Bracknell store opening this spring, bringing the total number of the brand’s bricks and mortar locations in the UK to 11.

Dreams CEO 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.”

Last year, Feather & Black partnered with Next to offer a curated collection of beds, storage and upholstery on the retail giant’s website.

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