Dreams?will have opened four new stores for its Feather & Black brand by the end of 2021.

The three recent openings follow the success of the Feather & Black concept store, launched as part of Dreams' Hedge End store in July.

The first of the latest brand-new Feather & Black stores opened in Watford on 26th November. The two remaining stores will open in Knaresborough and Canterbury on 17th December. More store openings are planned for 2022.

In total, the new stores will create 10 local?jobs.

Jonathan Hirst, Dreams' COO?and incoming CEO, says: “The combination of Dreams’ retail expertise and customer focus, alongside Feather & Black’s luxury products, has been a recipe for success over the last year. Investing in Feather & Black’s store footprint has been a key part of its development as an omnichannel brand, and we’re excited to see it go from strength to strength in the new year.”

Suzannah Taggart, director of Feather & Black, adds: “We know that having a physical presence is crucial for our customers – not only so that they can try out our beds and mattresses, but so that they can really sense what it might look like in their own home. Following the successes of our mezzanine showroom, we’re thrilled to have opened three more stores in 2021, and have plans to add more in 2022."