About us: what Dreams are made of

“Hi there! I’m Log, Sleep Expert and Dreams’ biggest fan. Sleep really matters! That’s why I’m proud that Dreams have invited me to appear on their website so I can help spread the word about their mission: Better sleep for all. Read on to learn all about Dreams’ history and some of their many achievements.”

Who are we?

Established in 1985, we’re the UK’s number one specialist bed retailer – backed by Tempur Sealy and led by CEO Mike Logue.

Headquartered at our ‘Bedquarters’ in High Wycombe, we have around 2,200 employees across the UK, and sell around 10,000 mattresses, bases and headboards per week to customers nationwide through our store network of over 200 sites and online.

We’re a proudly British business, committed to continue making our products in this country, at our Dreams Workshop in Oldbury where we manufacture around 8,000 mattresses every week. These products are then distributed via nine dedicated distribution centres to customers all around the country via our fleet of over 100 delivery vans.

Company details

Dreams Limited is registered in England and Wales. Company registration number: 08428347. Registered Office: Knaves Beech, High Wycombe, Bucks HP10 9YU

A short history of Dreams

The first Dreams store was opened by our founder Mike Clare in Uxbridge, West London, 1985. Over the next 20 years he gradually expanded the company and by 2006, when we opened our own factory in Oldbury, we had 108 stores. Two years later in 2008, Mike Clare sold the business to private equity firm, Exponent Private Equity, and stepped down from the company.

Sun European Partners, global private equity group, acquired Dreams out of administration in 2013 and appointed Mike Logue, as CEO to lead the turnaround. Fast-forward to the present, in May 2021 we were acquired by Tempur Sealy and are now Britain’s most recognised bed specialist – the world's largest bedding provider.

Our focus on people (colleagues and customers) and product is what’s at the heart of our success. With both customers and employees in mind, every one of our stores in the country has been renovated. This has included refreshing signage and store layout, including our ‘Comfort by Colour’ proposition. A simple and effective way of categorising customers’ potential mattress choices by colour, Comfort by Colour is a unique initiative and continues to be successful in making the shopping experience easier and simpler for customers.

Our factory and warehouse have also been fully modernised. We’ve invested significant funds into state-of-the-art machinery, and this hasn’t only improved productivity, but also the quality of the product, which has had a noticeable impact on customer satisfaction.

The marketing and customer services departments are now based at ’Bedquarters’ in High Wycombe. With 200 employees, Bedquarters represents the central support centre for our entire network of stores and distribution centres, as well as the base for all customer service operations.

Listening to customers and putting their needs first is key to our success. Pillow Talk, a customer feedback tool, was introduced in 2014 to help customers provide feedback on their purchase experience. Dreams has been able to use the feedback to mark real change in the business.

Finally, we’ve sought to communicate our expertise on sleep over the years. In 2015, the ‘Replace Every 8’ campaign was launched. This was an industry-changing initiative centred on educating the public about the importance of replacing one’s mattress every 8 years. Using multiple channels to explain the importance a mattress can have when it comes to getting a great night’s sleep, the campaign continues today and has changed the way that millions of people think about their sleeping habits.

This commitment to changing the way people think about sleep has manifested itself in the Sleep Matters Club. Made up of online and social content, the Sleep Matters Club is a growing collection of researched topics and tips, all aimed at educating customers about the value and importance of sleep.

Fast facts about Dreams

We craft around 10,000 mattresses, bases and headboards per week from our factory in Oldbury, West Midlands.

  • We sell from over 200 stores nationwide
  • Our website attracts over 15m visitors a year
  • Over 850,000 customers have used our Pillow Talk initiative since it was founded
  • We’ve around 2,200 staff across our nationwide store network, factories, warehouse and support functions
  • We won the Retail Week Award for Specialty Retailer of the Year 2019
  • We won National Bed Retailer of the Year in 2019 and 2021