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National beds giant Dreams has opened its first Dreams at Home pilot store at Watford in partnership with a local independent retailer and sourcing company (see related).


dreamsAtHomeLgeDreams at Home is a collaboration with Sabichi, which runs a homewares shop in Guildford as well as a homewares sourcing operation for national chains turning over tens of millions of pounds.


Located on the Colne Valley Retail Park, Dreams at Home is selling everything from sofas to fragranced candles spanning all areas of the home including bedrooms, kitchens and lounges.


It also features an exclusive Dreams carpet range in a choice of colours, piles and textures. The store opened in an existing Dreams unit over the Bank Holiday weekend.


Retail director Jeremy Gerken said: “We are excited to be launching this first homeware concept format in collaboration with Sabichi, which will offer Dreams customers an impressive choice of high quality, contemporary homeware at excellent value in addition to our extensive range of beds, bedroom furniture and soft furnishings.”


CEO Mike Logue told the Furnishing Report earlier this month that the tie-up with Sabichi included just the one store — in Watford — and that there were no plans as yet to roll out the format.


However, he added that around 50 of Dreams stores nationwide — none of which are candidates for closure as they trade strongly — were considerably larger than its target store size for its core mattress and bed based and frames offer.


Related: Interview: CEO Mike Logue on making Dreams lead again