Dreams has announced its FY results for the 52 weeks ended December 2024, demonstrating another year of growth, underlining the strength of its strategy amid a challenging macro environment.
Turnover increased by +4% to £412.5m, outperforming the indoor furniture market, which it says contracted by -2.8% over the same period.
Total sales rose +4.3% YoY, while underlying EBITDA rose to £59.3m (from £59m in FY23). PBT stood at £47m(£49.4m in FY23), reflecting investment in transitioning Dreams’ systems to the cloud – part of a broader digital infrastructure upgrade to improve the retailer’s long-term resilience and efficiency.
In 2024, Dreams invested £16.1m across stores, logistics, technology and product development to enhance experience and support future growth. This included a major upgrade to its store network, refurbishing 32 sites, improving layouts and shopfloor environments. The retailer says these improvements, alongside continued brand and digital investment, helped increase footfall, deepen customer engagement and strengthen colleague morale across the estate.
Dreams also opened 11 new stores during FY24, including a premium concept in East Sheen designed for high-street formats. The total estate grew by seven, reaching 217 stores by the end of the financial year.
To support this growth, Dreams enhanced its UK-wide logistics infrastructure with the opening of a new 25,000 sqft distribution centre in Gartcosh, Scotland. Replacing the former site in Cumbernauld, the new facility increases stock capacity by +30% and supports over 800 weekly deliveries, improving speed, reliability and service quality across the region. With millions of miles driven each year to deliver beds and mattresses, the business also invested in its home delivery vehicles to support staff on the road.
Customer satisfaction remained consistently high, with 2024 marking a record year for Dreams’ proprietary Pillow Talk measure – both at the point of purchase and during home delivery. This performance reflects ongoing investment in staff training and a focus on the end-to-end customer journey. Dreams also retained its ‘Excellent’ rating on Trustpilot, while deepening its commitment to quality and sustainability.
In 2024, the business achieved FSC accreditation for all wooden products produced at its UK-based bed factory, supporting responsible sourcing without compromising on quality.
The business continued to invest in its brand in 2024, driving increased footfall into stores and strengthening brand metrics across awareness, consideration and trust.
Building on this momentum, Dreams launched a new campaign in 2025, ‘Finding You a Bed That Loves You Back’. The platform is rooted in Dreams’ blend of expertise, personalisation and technology, spotlighting its proprietary Sleepmatch system and nationwide network of in-store bed experts.
As part of its broader commitment to doing the right thing, Dreams continued its national charity partnership with Uk homelessness charity, Shelter. The partnership focuses on raising awareness of ‘invisible homelessness’ in temporary accommodation. In 2024, Dreams introduced an employee volunteering policy, raised over £189,000 to support Shelter’s emergency helpline and services, and donated £46,000 in refurbished products to Shelter’s furniture shops. Since 2013, the business has raised over £500,000 for charitable causes.
Looking ahead, Dreams is accelerating its store development strategy to support long-term growth. In 2025, the business is prioritising new store openings, with four new openings in the year to date, and a strategic programme of relocations, bringing the brand to more customers in higher-performing locations. Alongside this, a rolling programme of refurbishments is under way to enhance the in-store environment.
This disciplined approach to retail, complemented by continued investment in technology, logistics and brand, is designed to reinforce Dreams’ leadership in the UK bed market and support its next phase of growth.
While the core Dreams brand remains the primary growth driver, development of its premium label, Feather & Black, continues in parallel. Eleven shop-in-shop locations are now open, offering a more curated and design-led experience for customers.
CEO Jonathan Hirst comments: “Our performance this year shows that we’re winning where it matters – with our customers. We’ve grown our share of the market by staying focused on what sets us apart – high-quality products, expert service and a seamless shopping experience.
"While others have retrenched, we’ve pushed forward, investing in our people, our stores and our technology to make it easier than ever for customers to find the right bed for them.
"As a UK manufacturer, we’re proud to produce high-quality beds and mattresses here at home. This combination of capability and momentum puts us in a strong position for the year ahead. I want to thank all our colleagues for their hard work and commitment – they’ve been instrumental to our continued success.”
