Home furnishing products have increased in prices by 7.4% and companies like Dreams can be dependent on the housing market which is now looking more stable.
The bed retailer was acquired by Tempur Sealy in May 2021. In the last two months, the company has replaced its C-suite team and hired a new chief marketing officer, chief operating officer and chief executive officer.
Last year, Dreams unveiled its first brand campaign since 2015. Created by Uncommon, it introduced its new brand mascot The Log, playing on the phrase ‘Sleep Like a Log’. Dreams are also the official sleep partner of Team GB and Paralympics GB, with M&C Saatchi handling activity around this sponsorship.
Dreams invested £2.5m in advertising in 2021, up 31% on Q2 but down 5% year on year. 89% of the budget was allocated to TV, 6.4% to radio, 2.3% to press, 2% to outdoor and 0.3% to digital.