Dreams ____________________________________________________________________________________________________________
This venture highlights Dreams ’ commitment to staying ahead of the curve and catering to emerging market trends .
Moreover , Dreams ’ steadfast commitment to sustainability sets it apart in an increasingly eco-conscious landscape . From embracing renewable energy sources to last year achieving eight consecutive years of sending no waste to landfill , Dreams demonstrates a holistic approach to environmental stewardship . In 2023 , Dreams won a National Recycling Award for the work of its Recovery Centre , a purpose-designed facility established to receive customer product returns and restore them to a ‘ good as new ’ condition for resale . “ This award is testament to the success of our center ’ s refurbishment program , and how it has significantly minimized the number of returned items ultimately sent to landfill or waste-to-energy centers . We ’ re proud to say that last year , our Recovery Centre saved more than 22,000 items from being unnecessarily disposed of .
“ The award also credited the crucial role our Recovery Centre plays in extending the life of Dreams ’ products ,” Paul expands . “ Its spare parts department posts out between 30 and 40 replacement parts every day that customers can use to fix broken beds that would otherwise be discarded and replaced . The Recovery Centre is indicative of Dreams ’ sustainability focus and is one of many eco-initiatives .” Awards like the National Recycling Award serve as a representation of the company ’ s pursuit of sustainability and corporate responsibility .
As for Paul , his career trajectory hints at the importance of understanding customers and nurturing high-performing teams . His invaluable advice - embracing innovation , empowering teams , and embracing failures as learning opportunities - resonates deeply with Dreams ’ ethos of continuous improvement and adaptation . “ I ’ ve spent my entire career working in the retail sector , for brands such as Marks
& Spencer , Matalan , Tesco and The Fragrance Shop . I started out as a store manager , before moving into merchandising and ultimately into my current role at Dreams as Chief Commercial Officer . I lead our buying , merchandising , ecommerce , technical and ethical teams as well as the Dreams Bed Factory .”
Commitment to colleagues and customers
When asked about the most important lesson that working in the industry has taught him , his response is twofold . “ The first is to understand your customer and create a proposition that meets their needs . This is central to every decision we make at Dreams .
“ The second important lesson is that colleagues and teams are the secret sauce that make a business work . At Dreams , our people are our greatest asset . Our teams , from the manufacturing department and beyond , are comprised of the industry ’ s most highly skilled , dedicated , and hard-working colleagues . It ’ s this , our high performing , motivated and empowered people that drive business performance more than any strategy or product .”
When asked about the one piece of wisdom he ’ d offer to someone pursuing a manufacturing leadership role , he said : “ My key business advice would be to test and try as many new ideas as possible , even if they fail - the lessons learnt can be essential . And importantly , have fun doing it !”
With that in mind , looking ahead , Dreams hopes to maintain its status as the UK ’ s bed retailer of choice , driven by innovation , customer-centricity , and a steadfast commitment to sustainability . “ Above all , we will be building on our continued commitment to do right by our colleagues , the communities we impact , and the planet , operating as a force for good .” ■
www . dreams . co . uk
140