Dreams launches online-only brand ‘Sleep and Snooze’


Dreams, the UK’s no. 1 bed retailer, has launched a new online only-brand, Sleep and Snooze. The brand is distinct from Dreams designed specifically with a younger, digital-first customer in mind.  As well as those who are looking to buy their first mattress or furnish their own home, the range is also targeted at those who want to create comfortable spare rooms for guests.

To make the shopping process as simple as possible, Sleep and Snooze will offer a limited capsule collection of over 40 mattresses, 40 bed frames alongside a selection of headboards and bedding. The products on offer will cater for all budgets, with prices ranging from £80-£599.

To satisfy young consumers who value immediacy, all products onsite will be held in stock by the retailer with fast and free delivery offered on the entire collection. This means that delivery times will be cut from the furniture industry’s usual 6–8-week lead time to just one week.

The new brand, although distinct from Dreams, will use Dreams’ fleet of delivery vans to fulfil these orders.

A spokesperson from Sleep and Snooze, said: “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.”

The launch of Sleep and Snooze is the latest brand launched by Dreams, after it also became the owner of Feather & Black last year.