Dreams opens new distribution warehouse in West Midlands

Bed retailer Dreams has officially opened its new Willenhall warehouse, marking a significant milestone in the company’s growth strategy.

The new, 260,000sqft site is Dreams’ largest distribution centre, within its network of 18 sites across the UK and follows a £2million investment. In addition to quicker deliveries for customers, the site will create at least 25 new jobs in the local area.

With consumers demanding faster and more flexible deliveries from retailers, Dreams’ new warehouse will help to improve product availability and provide shorter lead times for customers. Built to serve the whole of the UK, the Willenhall site will reduce the length of handling time between a purchase leaving the Bed Factory and arriving at the customer’s home.

Dreams delivery vehicles cover 4.5 million miles a year, delivering to customers and transporting products around the country. The central location of the new warehouse will have a substantial impact on Dreams’ carbon footprint by improving distribution efficiencies. This will help to reduce delivery mileage by 150,000 year-on-year.

Open 24 hours a day, five and a half days a week, the warehouse is now fully operational and includes improved facilities for over 100 colleagues working on site. The majority of colleagues have been relocated from Dreams’ other West Midlands site in Wednesbury. The Wednesbury warehouse will remain open to house Feather & Black stock.

Currently Dreams delivers to customers across the UK through its 12 delivery centres and fleet of 155 home delivery vehicles.

Jonathan Hirst, CEO of Dreams, said: “Customers are increasingly expecting quicker deliveries, even with big-ticket items such as beds. At Dreams we are always looking for ways to better serve our customers.

“That’s why we have made a significant investment in our distribution and delivery infrastructure with the opening of our new Willenhall warehouse. This is a major step forward in delivering on our growth strategy, and will mean we continue building on our position as the UK’s Most Loved bed retailer.”

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