Dreams Showroom, Altrincham

Established in 1985, Dreams has grown to become the UK’s most loved bed retailer, renowned for its commitment to British manufacturing and exceptional customer service. From their Dreams Workshop in Oldbury, the company produces 290,000 mattresses and over 200,000 divan bases and headboards annually. Headquartered at ‘Bedquarters’ in High Wycombe, Dreams operates a network of 208 retail sites and employs approximately 2,300 colleagues across the UK. Each week, the business sells around 140,000 mattresses, bases, and headboards to customers both online and in-store.

As part of their continued investment in their retail estate, Dreams recently embarked on a nationwide renovation programme to upgrade their in-store experience, reimagining each showroom to be more welcoming, accessible, and inspiring for both customers and colleagues.

This latest flooring installation at the brand-new Dreams showroom in Altrincham is part of the retailer’s wider store development programme and continues the strong collaboration between Heckmondwike and Dreams. It follows a successful previous project at the East Sheen store, which featured a custom-branded entrance mat and durable Hobnail carpet, both tailored for high-traffic retail environments.

Heckmondwike’s Supacord carpet has been installed at the newly opened Dreams showroom in Altrincham, supporting the retailer’s ongoing store development programme. Supplied in Anthracite and covering 680 square metres, the flooring was expertly installed by J.B. Floortech Limited. Supacord was selected for its proven durability, ease of maintenance, and performance in high-footfall commercial spaces, making it an ideal fit for a busy retail environment.

Anthracite offers a modern, neutral tone that complements Dreams’ contemporary interior design while helping to mask day-to-day wear and its low-maintenance nature supports the operational efficiency for in-store teams. With the ability to reduce impact noise by up to 23dB, Supacord also contributes to a quieter, more welcoming atmosphere for both customers and staff.

The new Dreams showroom in Altrincham reflects the retailer’s commitment to delivering a welcoming, high-quality in-store experience. By specifying Heckmondwike’s Supacord carpet in Anthracite, Dreams has achieved a flooring solution that withstands heavy footfall while maintaining a clean, contemporary look, supporting both the practical demands of retail and the overall customer experience. This installation not only enhances the store environment but also reinforces Heckmondwike’s position as a trusted flooring partner for leading national retailers.