Feather & Black is entering a new phase of growth through leadership changes and increased in-store visibility across the UK.
Feather & Black, part of national bed retailer Dreams since July 2020, has been positioned as a key player in Dreams' long-term premium strategy. In response to rising demand for luxury bedroom offerings, the brand is set to strengthen its market presence through both leadership and physical expansion.
Sarah Morgan (pictured) has been appointed as the brand's new General Manager. Reporting directly to Dreams CEO Jonathan Hirst, she brings extensive commercial experience from previous senior roles at Pep&Co, Wiggle, Tesco and George at Asda. Her focus will be on enhancing Feather & Black's in-store experience and overall product offering.
In addition to the leadership appointment, the brand is increasing its physical presence through further integration into Dreams stores. On 4 April 2025, a new 2,300 square foot 'shop in shop' opened within Dreams' Altrincham store in Greater Manchester. A second 3,200 square foot space is scheduled to open in the Bracknell store later this spring, bringing the total number of Feather & Black locations in the UK to 11.
Dreams CEO Jonathan Hirst commented that the expansion reflects the success of the brand over the past five years and its appeal to customers seeking 'luxury bedroom furniture and bedding, made with exceptional design features and materials.'
Sarah Morgan added that her personal connection to the brand has deepened her commitment to its legacy, stating that she and the team aim to 'offer customers a range of expertly crafted and beautiful bedroom furniture both online and in-store.'
Source: www.bigfurnituregroup.com