Feather & Black is strengthening its presence on the high street with two new standalone stores in Kingston and Tottenham Court Road, the brand’s first dedicated stores since joining the Dreams family in 2020.
The openings form part of Dreams’ strategy to accelerate Feather & Black’s growth, expanding the brand's physical footprint to meet demand for premium bedroom furniture and bedding.
These openings bring the brand to prominent high-street locations and allow customers to experience a fuller expression of the ranges. Dreams says each store has been designed to showcase "the craft, comfort and elevated aesthetic that define the Feather & Black brand".
Shoppers will be able to explore 11 of the brand’s most popular bed ranges, matching furniture, and an expanded mattress assortment that includes exclusive partnerships with Vispring and Hypnos, alongside products from Harrison Spinks.
Feather & Black says rthe new stores, which opened before Christmas, mark a significant moment in the brand’s retail strategy and reflect a renewed commitment to physical retail.
The Kingston store opened on 18th December and spans 2,554 sqft, while the Tottenham Court Road location, which opened on 19th December, covers 2,184 sqft, both creating 12 new jobs in total.
The store openings form part of a new phase of Dreams’ investment in the Feather & Black brand since it was acquired in 2020. Over the past five years, Dreams has introduced Feather & Black concessions in Dreams stores and created a dedicated team to evolve the brand’s in-store experience and broader offering.
Jonathan Hirst, Dreams' CEO, says: “We are seeing continued consumer demand for high-quality, design-led bedroom furniture and a desire to experience before buying. Opening these new standalone Feather & Black stores squarely responds to this trend, giving customers an additional, premium touchpoint with the brand, and underscores our confidence in its long-term growth potential."
