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SD Digest Edition 1

The first edition of the Sweet Dreams Digest, latest product information, offers and news.

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WHAT’S NEW • PRODUCT FOCUS • COMPANY • NEWS<br />

<strong>SD</strong> DIGEST<br />

<strong>Edition</strong> 1 | NOVEMBER 2024<br />

Defined Edge : Finley<br />

UPDATE<br />

The Rebrand<br />

BED FOCUS<br />

Defined Edge<br />

FOLLOW US<br />

MADE IN<br />

THE UK


BED FOCUS<br />

DEFINED EDGE<br />

Finley | Plush Blush Platform with Flare Headboard<br />

Our latest collection of encapsulated mattresses was a firm favourite at the show<br />

The Defined Edge collection isn’t new. It has been<br />

part of our upstairs collection since 2019. It has<br />

always been a customer favourite, but our latest<br />

range has really hit the mark and has been a big<br />

winner since the show.<br />

If you don’t know what our Defined Edge collection<br />

is, then read on. The collection is made up of<br />

foam-encapsulated springs, the idea being that the<br />

foam provides the mattress with a more supportive<br />

feel than springs alone, right to the edge. The nice<br />

firm edge gives stability with far less likelihood of<br />

tipping out.<br />

of the popular elements of our other ranges, with<br />

pillowtops and natural fillings featured throughout<br />

the range.<br />

The Finley has been the success story of the<br />

collection so far, accounting for a significant slice of<br />

our post-show sales and floor models.<br />

Defined Edge has 15 base options from our Artisan<br />

collection, including leg bases, drawers and our<br />

new motorised ottoman, all upholstered in fabrics<br />

from the Kensington Textured Weave or Plush<br />

ranges, giving a choice of 16 shades.<br />

The crisp white knitted covers add softness and<br />

comfort with contrasting grey trim for a modern<br />

look. The range has expanded to incorporate many<br />

Except for the two tufted models, the mattresses<br />

are available in five sizes 90/120/135/150 & 180cm


DEFINED EDGE<br />

Range Overview<br />

Carter Memory has c.1000 Pocket Springs and a<br />

microquilted, soft knit top that covers multiple<br />

layers of fillings, including 25mm of memory foam.<br />

Finley has c.1000 Pocket Springs, a no-turn<br />

mattress with a microquilted knit top. With a nod to<br />

our Wellbeing collection, Finley features<br />

Passionflower to help manage anxiety and mild<br />

sleep irregularities, promoting relaxation and<br />

well-being.<br />

Ezra Tencel®, like the majority of the collection, has<br />

c.1000 Pocket Springs. It features multiple layers of<br />

fillings, including 25mm of memory foam for<br />

comfort and a 3D breathable border. A no-turn,<br />

microquilted mattress with Tencel® for added<br />

luxury. Tencel® fibre is part-botanical and<br />

renowned for its softness and strength, an exquisite<br />

alternative to cotton.<br />

Carter Memory | Plush Mole leg base with Asteria Headboard<br />

Maddox Silver features c.1000 Pocket Springs and<br />

multiple layers of fillings, including cashmere, for<br />

warmth and extra softness. The microquilted soft<br />

knit top is finished off with Silver ion, which is<br />

naturally antibacterial and anti-static, helping to<br />

prevent odour.<br />

Cameron 3000 Memory | Plush Teal 2dr with Zodiac Headboard<br />

Aiden 2000 Memory is the first of two tufted<br />

models that feature higher spring counts. Dropping<br />

in at a comfortably high c.2000 Pocket Springs, it<br />

features c.1000 springs in the main unit with c.1000<br />

mini springs at the top. Multiple layers of fillings,<br />

including 25mm of memory foam for comfort.<br />

Like the rest of the range, Aiden is a no-turn<br />

mattress with a soft knit top and hand tufting.<br />

We finish off the collection with the highest of the<br />

spring counts. Cameron 3000 Memory has c.3000<br />

Pocket Springs, c.1000 springs in the main unit,<br />

with c.2000 mini springs in the top. Multiple layers<br />

of fillings, including 25mm of memory foam for<br />

comfort. Like the Aiden, it’s a no-turn mattress with<br />

a soft knit top and hand tufting.<br />

Ezra Tencel®<br />

Get in touch to find out more about the Defined<br />

Edge collection and the floor deals available.


FEATURE<br />

The 1988 original brand<br />

Streamlined in recent years but continuing the original idea<br />

ALL CHANGE<br />

It wasn’t cheap, and it’s not been easy, but the rebrand was an essential step for the next<br />

part of the Sweet Dreams journey.<br />

Back in 1988, our founder and CEO, Riaz Ahmed,<br />

had an idea. To manufacture good quality upholstered<br />

headboards with keen price points in the UK. He did<br />

just that, and as the years went by, the ideas kept<br />

coming, and the ranges got bigger and bigger.<br />

Although the Sweet Dreams of 2024 has more staff,<br />

more tech and a much bigger range of products,<br />

the core values that we started with in 1988 are still<br />

here; they still drive us.<br />

A rebrand is more than just a new shiny logo and<br />

some new business cards; it encompasses everything<br />

about us, which is why those core values from 1988<br />

have formed the backbone of our Brand Values, the<br />

five key elements that we stand for and that help<br />

direct us in every part of our business.<br />

For over 35 years, our logo has stayed true to its<br />

original concept. Our deep red oval has been with<br />

us from the start, but as we have grown and developed,<br />

we felt it was time to try something new. We have<br />

tweaked our logo several times since its inception,<br />

and now it was time to go in a new direction.<br />

With Riaz’s sons Majid and Adnan becoming the<br />

driving force behind the business, they felt a fresh<br />

look would put a different perspective on the<br />

business. With so many new manufacturers and<br />

flashy brands appearing on the market, it was time


THE REBRAND<br />

to make a bit of noise. It wasn’t about creating a<br />

new-looking business but reinforcing old ideas and<br />

values. It has been about reminding people who we are,<br />

what we stand for and how good our products are.<br />

The reception we received at the Bed Show certainly<br />

showed us we had achieved what we set out to do.<br />

We wanted the new brand to work for every aspect<br />

of our business, so we brought all the teams<br />

together with a representative from every section of<br />

our business, from manufacturing and transport<br />

through to our customer service team and agents.<br />

Everything we have done has been discussed,<br />

developed and decided as a group effort.<br />

As for the design, we have no ulterior motive; there<br />

is no underlying psychology or deeper meaning.<br />

We went through all manner of design ideas to get<br />

to a concept that everyone liked, that worked with<br />

existing collections across all our ranges and that<br />

we felt represented us and our future journey. It had<br />

to stand out, but not detract from our collections,<br />

we want them to speak for themselves.<br />

We have always pushed our products further,<br />

developed and innovated to come up with exciting<br />

products to expand our offering, and we want to do<br />

the same with Sweet Dreams as a whole.<br />

BRAND VALUES<br />

Integrity<br />

Established in 1988, as a family business, we work<br />

to be sustainable at every level, transparent in<br />

what we do, promoting trust and the highest<br />

possible ethical standards.<br />

Accountable<br />

We have an unwavering dedication to our people<br />

and the environment. We take ownership of<br />

what we do, and we are compliant across all<br />

aspects of our business.<br />

Passionate<br />

We love what we do, the people that we work<br />

with, the people that we serve, and the success<br />

that passion brings. Passion drives us to engage,<br />

explore and innovate.<br />

Committed<br />

We are committed to building on our reputation<br />

and heritage as a sustainable manufacturer of<br />

premium quality products in the sleep and<br />

upholstery markets.<br />

Innovation<br />

We strive to lead the way by constantly seeking<br />

new ways of improving comfort and sleep.<br />

Our shiny new logo, lovingly known as Birdie by the<br />

marketing team, has been rolled out across all our<br />

products, fleet and marketing materials. Our new<br />

truck liveries, including the new Show Van, can all<br />

be seen travelling up and down the country.<br />

Our social media and digital assets all sport our new<br />

colours and styling, with Brand Assets available for<br />

our stockists to update their websites and displays.<br />

So thanks for the last 36 years, here is to the next!<br />

The new brand had to integrate well with our existing ranges<br />

The new brand rolled out across our fleet


NEWS<br />

SLEEPING UP A STORM<br />

Relaunched, revamped and redesigned our NBF Bed Show was a big success.<br />

Historically, the September Bed Show has always<br />

been a great event for us, and this year was no<br />

different. Although not as big a footfall as previous<br />

shows, we did see plenty of quality visitors.<br />

This year's show focus was all about our rebranding,<br />

and our stand graphics and pre-show advertising<br />

were all created to emphasise it. It can’t have<br />

escaped anyone’s notice in the run-up or at the<br />

show that we had made big changes.<br />

Our display models covered almost all of our<br />

brand-new ranges, and most models were<br />

represented. As part of our big brand push, almost<br />

our entire range has had some kind of facelift or<br />

revamp, so there was plenty of newness on offer.<br />

For this year, the Bed Show stand was all about brand impact


NBF BED SHOW REVIEW<br />

We introduced new collections like the Naturals<br />

range, and the Boutique Headboards range with<br />

fabulous, lush, printed velvets alongside new<br />

additions to the Landmark Collection and new<br />

mattresses across our longstanding Bonnell,<br />

Traditional and Wellbeing ranges, all of which were<br />

well received.<br />

Since the brand launch at the Bed Show, we have<br />

placed over 400 new floor displays, including over<br />

300 mattress displays, which is a fabulous<br />

achievement in such a short time.<br />

Stat Time<br />

The Defined Edge collection has proved the most<br />

popular of all the ranges we took to the show and has<br />

accounted for nearly 20% of all bed set placements.<br />

The Finley 1000, from the same range, has<br />

accounted for a significant slice of all mattress sales<br />

so far, with Maddox Silver accounting for 14%.<br />

Wagner 2000 from our latest Traditional collection<br />

has a 10% share of all mattress sales, taking up the<br />

mantle of its predecessor, the Admiral, which was a<br />

hugely popular mattress for many years.<br />

Our latest Wellbeing beds were well received<br />

The new Show Van has been busy too, delivering<br />

150 floor displays since it rolled out of the workshop<br />

in September.<br />

Thank you to everyone who visited us at the show,<br />

and we look forward to seeing you next year.<br />

The new matching pillowcases and footmats hit the spot


UPHOLSTERY FOCUS<br />

DAINTY DANNI<br />

Danni 3-seater | Gaia Silver<br />

She might be delicate looking, but Danni<br />

has created a Landmark in our upholstery<br />

range.<br />

Part of our latest upholstery collection for 2024,<br />

Danni has simple styling, giving a retro edge to her<br />

contemporary look, but what she might lack in<br />

excess design details she makes up for with her<br />

eco-credentials.<br />

Available as a 3-seater, 2-seater and chair, Danni is<br />

constructed like the rest of our upholstery with a<br />

frame made from a robust combination of<br />

hardwood and other sustainably sourced materials<br />

and a tensioned sprung base. The seat cushions are<br />

made of resilient high-density foam with a soft<br />

dome top layer, and the back cushions are made of<br />

polyester fibre.<br />

Gaia fabric in 6 shades


ECO-FRIENDLY DANNI<br />

The thing that is most special about Danni is her<br />

fabric. She is upholstered in our Gaia fabric, which is<br />

one of the main components of our Landmark<br />

Collection. Gaia is made from Plastics Polyester, a<br />

strong material, soft to the touch that is made from<br />

recycled plastic bottles to help reduce landfill.<br />

We talk a lot about our eco-friendly bed ranges, but<br />

we are working hard to develop those practices and<br />

resources across our whole range, and that means<br />

getting our upholstery ranges in line too, so Danni<br />

is a great start.<br />

We recognise the growing importance of environmental<br />

responsibility not just with the products we sell and<br />

their impact but also with how we operate sustainably.<br />

Sweet Dreams is actively investing in upgrading our<br />

manufacturing processes and equipment to minimise<br />

our environmental footprint. This includes everything<br />

from sourcing sustainable materials, optimising our<br />

supply chain, reducing transportation emissions<br />

and waste reduction strategies. We know it is<br />

important to the customer; they want to buy with<br />

confidence that we are doing our bit for the<br />

environment so they can do theirs.<br />

Gaia Dusty Rose<br />

LANDMARK<br />

collection<br />

Danni 2-seater | Gaia Cream


ROUND UP<br />

The Complete Collection<br />

It’s landed! Our mega new catalogue featuring our<br />

whole range is now available. Over 220 pages of<br />

products, including beds, sofas, headboards and<br />

more. We have new products to tempt you, like our<br />

gorgeous Naturals Collection, a fabulous new<br />

UK-made upholstered sleigh bed and some clever<br />

sofabeds with ingenious actions. Alongside those,<br />

we have plenty of customers’ favourites, including<br />

our TV Hybrids and bedframes. Speak to your area<br />

agent to get your copy or view it on our website.<br />

Time Served<br />

In our Brand Values, we talk about our integrity as a<br />

company. We are a family business with multiple<br />

generations involved in every part of the process,<br />

from manufacture to transport. We have an amazing<br />

and diverse team who are all brilliant at what they<br />

do. We are incredibly lucky to have not just a talented<br />

team but also a very loyal one. A huge proportion of<br />

our staff have been with us for over 15 years, with<br />

some of our core team over 30 years. We think these<br />

people are a key part of what makes Sweet Dreams.<br />

Floor Deals<br />

We have placed a huge number of floor models<br />

since the show and we want to increase that even<br />

further. We have some fantastic floor deals<br />

available across the whole range with upto 50%<br />

deals on some of our models.<br />

Contact your local area sales agent or speak to our<br />

sales team to find out more.<br />

Making a Point<br />

As part of our rebrand, we have invested heavily in<br />

new point-of-sale for the shop floor. From printed<br />

pillowcases and matching footmats, to headboard<br />

posters to help add that extra value. Display cubes<br />

for our sofabeds, swatch books for each of our<br />

collections and, of course, our biggest brochure yet,<br />

ideal for showing our complete range that isn’t an<br />

option for most retailers. We have other ideas for<br />

next year, so keep an eye on the roundup to see<br />

what’s new. Speak to your area agent to order yours.


ROUND UP<br />

Show Van<br />

The Sweet Dreams Show Van has been a part of our<br />

fleet since 2018. Redesigned and revamped for 2024,<br />

its’ latest incarnation is fully fitted with a full-size<br />

mattress rack, headboard samples and sample<br />

biscuits of our latest ranges.<br />

It is packed full of samples, swatches and point-of-sale.<br />

The Show Van has already done hundreds of miles<br />

across the UK and Ireland since it rolled out of the<br />

workshop in September. If you want to get on<br />

board, get in touch with your area agent to find out<br />

when it’s going to be near you.<br />

Sofabed Promo<br />

For November/December we have some great<br />

promotions across our UK Made sofabed collection.<br />

Just like our beds, the majority of the range has had<br />

a facelift with new fabrics, colours and some new<br />

designs in there too.<br />

Long standing best sellers Chawton and Alton<br />

currently have some great offers available.<br />

Speak to our sales team or your local area agent to<br />

get the current pricing.<br />

Interiors Monthly Winner<br />

We are thrilled to once again be winners of the<br />

Interiors Monthly Award for Best Bed Manufacturer<br />

(Value) for 2024! Repeating our wins from 2021 and<br />

2020. We are delighted, it means a lot, especially as<br />

we move into the next part of our journey – and we<br />

would like to thank all our customers who voted for<br />

us and in general for their support. We are so<br />

pleased to win this award again from Interiors<br />

Monthly, and it shows us we’re on course with our<br />

bed offers and new ranges.


MEET THE TEAM<br />

Customer Service - Natasha and Tracey<br />

Team Focus - Internal Sales Team<br />

One of our key departments at Sweet Dreams is<br />

Customer Service, with Natasha and Tracey there<br />

to ensure our customers are given help and<br />

guidance if they have a product query, delivery issue<br />

or anything else relating to Sweet Dreams products<br />

or their order.<br />

Customer service is the cornerstone of our business.<br />

It's about more than just resolving issues; it's about<br />

creating positive experiences that foster loyalty and<br />

advocacy. By prioritising our customer’s needs, we<br />

are building strong relationships, increasing<br />

customer satisfaction, and driving growth.<br />

Both Natasha and Tracey work closely with our<br />

agents to ensure our customer has the best possible<br />

experience when dealing with Sweet Dreams.<br />

Our sales team consisting of the two Julies, Julie D<br />

and Julie H plus, Lisa and Sarah are the backbone<br />

of our sales team. Whether they are helping<br />

customers with product queries, keying on their<br />

orders, or liaising with transport, their commitment<br />

to the task is excellent. Julie H and Lisa manage<br />

general trade orders, Sarah handles key accounts,<br />

while Julie D acts as the connection to marketing,<br />

manufacturing and product management.<br />

Julie H is one of our longest serving members of<br />

staff. She has been part of the Sweet Dreams team<br />

since April 2002, and after 22 years with us, Julie will<br />

be retiring in December. She will be greatly missed<br />

by everyone and we just wanted to say thank you for<br />

all your efforts in the last 22 years and we wish you<br />

all the best for your retirement.<br />

Contact your agent for more information<br />

Michael Shannon Northern Ireland mjs@shannonagencies.com<br />

Declan McCarville Ireland declan.furniture@gmail.com<br />

Donald Coltart Scotland donald.coltart@btopenworld.com<br />

Nadine Shadwell Midlands, East & Sth Yorks nlsagencies@gmail.com<br />

Mike Priday South West & South Wales mike@priday.co.uk<br />

Jamieson Small Home Counties, East Anglia & North London jamiesonsmall@me.com<br />

Jez Spear South East & South London jezspear@hotmail.com<br />

Tracy Ashley North West & North Wales tracyashley1971@outlook.com<br />

John McCabe North East and North & West Yorks jmccabe2968@icloud.com<br />

T: +44 (0) 1282 830033<br />

sales@sweetdreamsuk.com<br />

www.sweetdreamsuk.com

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