Nick Williams, UK Sales Manager at Sweet Dreams, unveils the highly anticipated rebrand and refresh of the company as the bed manufacturer reaffirms its premium position.

Sweet Dreams: A Brand Evolution

Sweet Dreams, a respected name in the sleep industry, stands at a pivotal juncture. With a legacy stretching back to 1988, the company has cultivated a reputation for quality, customer-focus and product innovation. Now, as the sleep landscape evolves, so too must Sweet Dreams. The brand is embarking on a significant refresh to align with the contemporary demands of a discerning clientele.

At the heart of Sweet Dreams is an unwavering commitment to crafting exceptional sleep experiences. Through meticulous design, premium materials, and an unparalleled dedication to customer satisfaction, the company has built a loyal following. The impending rebrand is a testament to Sweet Dreams’ aspiration to ascend to new heights, positioning itself as a purveyor of luxury sleep solutions.

A cornerstone of this evolution is the introduction of a fabulous new product line encompassing beds, mattresses, and bed frames. This expansion is driven by a desire to offer a comprehensive range of sleep options, each infused with cutting-edge technology and opulent materials.

UK Sales Manager Nick Williams states: “By placing a premium on personalised comfort, Sweet Dreams aims to cater to the diverse preferences of its target market.”

The new bed range focuses on seven new collections, which includes:

• The Premium range featuring its best-selling pocket spring systems with sumptuous knits, pillow and box tops.

• The Landmark collection, successfully launched at last years Bed Show, features FR Chemical free, eco-friendly, sustainably sourced materials that 100% recyclable at end of life. Using its quality pocket spring systems, Landmark comes in a range of 1000, 1500 and 2000 counts with tufted and quilted choices. The bases and headboards are FSC compliant and made from 100% recyclable fabric

• The Defined Edge range gives a high quality encapsulated finish with a wide choice of pocket counts. This year there are both quilted and tufted options available.

• New for the Bed Show is the Naturals collection. A luxurious high pocket counts 4000, 4500, 5000 featuring 24mm latex to the full FR chemical free sleep surface matching up with a combination of wool, lamb’s wool, cashmere and mohair.

• New for 2024, a refreshed and revitalised Well-Being collection offers high quality quilted knit and tufted beds featuring a range of health promoting well-being properties. All are based on its best-selling pocket spring systems and to increase the comfort factor a selection of memory foams complete the range.

• The Traditional range has long been a strength for Sweet Dreams and the 2024 collection really delivers. Fabulous new ticks, along with its high quality pocket spring system, really hits the mark on premium value and price.

• The Premium, Defined Edge, Naturals, Wellbeing and Traditional Collections all come with a luxury FSC compliant base and matching full size and strutted headboards with wide choice of storage and fabric options.

• The Bonnell collection features both ortho and comfort Bonnell springs focused on value for money and a great entry price point. Bonnell offers a choice of quilted or tufted with memory options. For 2024, the Bonnell collection will continue to use the FSC Ridley base and matching headboard collection with a choice of 3 value led fabrics.

A selection of the new collections can be seen at the Bed Show, and attendees can pick up their copy of the brand new product catalogue which encompasses the whole the Sweet Dreams’ range including beds, mattresses, frames, tv beds, sofa beds and sofas.

Recognizing the environmental implications of the sleep industry, Sweet Dreams is focusing on sourcing fabrics and fillings from more and more from UK based suppliers.

“Our UK made bed frames, hybrid beds and TV beds remain a priority for further development this year with several new products being launched for 2024,” Nick said, adding: “A commitment to the NBF’s Pledge For Our Planet in 2022 has put in place a drive to more sustainable “cradle to the grave” product offer, highlighted by our first sustainable, eco-friendly range Landmark.”

Sweet Dreams continue to provide speedy delivery. Covering the whole of the UK, and investing in fit for purpose vehicles to improve accessibility into inner city areas, Sweet Dreams is now able to offer more efficient and easy deliveries to customers where delivery space is at a premium.

The new range offers an everyday low price and has very commercial floor display discounts allowing their customers the opportunity to display great new product at an attractive price.

Following on from the Bed Show, look out for Sweet Dreams’ dedicated bed and mattress show van. Designed to maximise space, it enables Sweet Dreams’ customers the opportunity to review key products in the range at their leisure and at a time to suit them.

In conclusion, the Sweet Dreams rebrand is a strategic manoeuvre designed to elevate the brand’s stature, expand its product portfolio, and enhance the overall customer experience.

Nick concludes: “By emphasizing luxury, innovation, and sustainability, the company aims to solidify its position as a leader in the sleep industry. We look forwards to welcoming customers old and new to our Stand B40 at the Bed Show in September.”