Dreams - Business Turnaround About the brand Dreams is the UK’s leading bed and mattress retailer, founded in 1987. It operates a store estate of c.180 stores and achieved a turnover of £280m in FY15. In April 2013, Dreams was acquired by Sun European Partners following a pre-pack administration. The Challenge/Task Dreams’ management asked Pragma to support a turnaround of the business and define the Dreams brand framework. Pragma undertook an extensive work programme that included an intensive business evaluation, a thorough review of operational performance, qualitative research and a new brand framework WHAT WE DID Intensive business plan evaluation and operational review Management interviews and review of operational performance For the brand framework specifically, we mixed shopper a

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