Logue, who as chief executive is responsible for navigating Dreams’ dramatic transformation from administration to rocketing sales and profitability, told Retail Week his work is far from complete.
As he gets the ball rolling on the retailer’s second three-year plan, he pledges to deliver a world-class digital framework, a continually updated store image and increased output from the retailer’s factory in Oldbury, so as to negate the impact of currency headwinds.
But, the former Mothercare UK managing director speaks with caution about the year ahead, particularly given the undeniable presence of “uncertainty” in the big-ticket category.
Investing in marketing
As a measure to emphasise its end-to-end vertical integration – the extent of its UK manufacturing and ownership of its delivery network – Dreams launches a new TV ad campaign today.
The ad, debuting at 9.30 tonight on ITV, brings to life Dreams’ proposition, its free delivery and, the retailer said, its “end-to-end quality and care”.
Dreams has also adopted a new strapline: ‘What Dreams are made of’.
It hopes this will position it as an expert on all things sleep-related.
Dreams marketing and ecommerce director Lisa Bond said: “The advert depicts our dedicated staff, some of whom actually appear in the video, doing what they do best. The company is now in a place where we can offer British made products from our own factory across the country, so we wanted to shout about this from the rooftops.”
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