Dreams has launched a new online only-brand, Sleep and Snooze. The retailer says the brand is distinct from its typical offer, and has been designed specifically with a younger, digital-first customer in mind. As well as those looking to buy their first mattress or furnish their own home, the range is also targeted at anyone wishing to create comfortable spare rooms for guests.
Sleep and Snooze will comprise a limited capsule collection of over 40 mattresses and 40 bed frames, alongside a selection of headboards and bedding, catering for a range of budgets.
To satisfy consumers who value immediacy, all products on-site will be held in stock by the retailer, with fast (just one week) and free delivery offered on the entire collection. The new brand will use Dreams’ fleet of delivery vans to fulfil these orders.
A spokesperson says: “Sleep and Snooze has been developed with the habits of younger shoppers in mind. We know that they’re time poor and are increasingly looking to their retailers to provide them with high-quality products that fit perfectly with their lifestyles.
“Sleep and Snooze does just that. Our unique capsule collection means that shoppers can find the right mattress or bed for them within minutes, whilst our delivery service means that they won’t have to wait for months to receive it. We hope to continuously develop the service, with even shorter delivery times our ultimate aim.”
Sleep and Snooze is the latest brand launched by Dreams, which also acquired Feather & Black last year.