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Furniture Feature: Sweet Dreams

Can you give an introduction to who you are and who/what your brand is? How long have you been in business? Have you exhibited at January Furniture Show before?
My name is Nick Williams and I am the Sales manager for Sweet Dreams (Nelson) Limited. We are a North Western ( sunny Burnley! ) manufacturer specializing in mattresses, bases, headboards ,upholstered frames , sofa beds and sofas. We have supplied to the trade for over 30 years and have been coming to the JFS for more years than we can remember.. at least 15!

How did you start your company? Are you a family run company? If so how has the company developed over time?
The business was started by our owner by making headboards and delivering them in and around the Lancashire area, he saw a need for a speedy delivery service to the trade. Sweet Dreams are a family run business with now three generations in the business when the owner’s grandson joined us last year!

Knowing what you do now, what advice would you give to yourself when you were first starting out? 
Key to any company serving the trade is never over promise and never under deliver! Always ensure the customer comes first.

Can you tell us about your new collections/ranges that you’ll be launching at January Furniture Show?
We will be showcasing our upholstered frames and TV beds along with our new sofas for 2022. 

Bed by sweet dreams

Any personal favourites from your new collection?
I really like our new Elegance range, a Hybrid bed frame with great storage options. Also I love our Hand Crafted Mattress range with real hand stitched finishing.

What are you most looking forward to at the show?
Getting back to seeing customers again. Existing ones and potential new ones.. Will also be great to catch up with all the industry faces!

Do you have any highlights from the 18 months that you would like to mention?
Coming out of lockdown and being able to service our customers again.. Winning the Interiors Monthly Bed Manufacturer (Value) of the Year award for the second year running!

Where do you see the furniture industry going? Any styles/trends from the past that are coming back? Any designs that are least likely to return?
With raw materials and transport cost pressures I foresee turbulent times ahead. Trends in UK manufactured products taking away the pressure of far east imports will continue.

What’s next for the company?
Some hard work keeping our customer happy!
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