issues . please help improve it or discuss these issues on the talk page . learn how and when to remove these template messages this article relies too much on references to primary sources . please improve this by adding secondary or tertiary sources . november 2012 learn how and when to remove this template message this article contains content that is written like an advertisement . please help improve it by removing promotional content and inappropriate external links and by adding encyclopedic content written from a neutral point of view . october 2013 learn how and when to remove this template message learn how and when to remove this template message dreams because your sleep matters type limited industry furniture retailing and manufacturing founded 1985 headquarters loudwater high wycombe e buckinghamshire key people mike logue chief executive products beds bedroom furniture bedsteads duvets futons mattresses pillows revenue 194m gbp 2008 owner sun european partners 1 website www.dreams.co.uk dreams store in portsmouth england dreams is a united kingdom based bed retailer and manufacturer specialising in beds mattresses bedroom furniture and bed linen . the first dreams store opened in 1987 in uxbridge and today there are 170 stores nationwide and an transactional website dreams.co.uk . the company has its own purpose designed mattress factory and currently employs around 1 500 people across a network of retail showrooms . the head office known as bedquarters is located in high wycombe england . contents 1 history 1.1 administration 1.2 sponsorships 2 investigations 3 awards 4 recycling 5 replace every 8 6 references 7 external links history edit the first dreams store opened in 1987 . by 2000 dreams had 50 stores and opened its own mattress factory . administration edit in april 2013 dreams plc went into an pre packaged administration and was purchased by sun european partners . now trading as dreams ltd it is part of one of the united kingdom s leading retailer groups who also amongst others own scs sharps bonmarch alexon jacques vert and american golf . sponsorships edit dreams was the main sponsor of the channel 4 reality television show celebrity big brother from its sixth series in 2009 to its seventh series in 2010 . in 2013 they then sponsored the eleventh series of celebrity big brother this time on channel 5 . investigations edit investigations in to the business s operations have been conducted by the united kingdom s office of fair trading in 1998 2 and again in 2001 3 due to contracts in breach of the unfair terms in consumer contracts regulations 1999 . following customer complaints the company was also investigated and featured on bbc s watchdog programme . 4 in response to this matter dreams made an apology on the programme . in february 2007 dreams was investigated and censured by the advertising standards agency for misleading claims in its promotional material . 5 in 2010 another complaint against dreams was upheld by the asa which ruled that dreams advertising broke the rules regarding truthfulness and contained misleading advertising without evidence to back up its claims . 6 awards edit as a nationwide sleep specialist and bed retailer dreams has won nationwide bed retailer of the year 1994 furniture retailer of the year 1996 furniture retailer of the year 2000 high street recycling champion 2008 7 british safety council international safety award 2015 8 dreams came bottom of the pile in the 2014 which mattress brands league table with an satisfaction score of just 57 % nine points below bensons the next poorest . dunlopillo marks and spencer john lewis and vi spring scored over 80 % in the same survey . recycling edit in 1995 dreams started to recycle its customers old beds and mattresses and in 2004 began to backhaul the packaging from products delivered to customers on the company s delivery vehicles for recycling . in 2005 the diversion from landfill grew to 180 tonnes and metal and wood have been added to the recycling waste streams . more recently the company invested in two state of the art bed shredders to recover metal wood and other material . as mattresses are an difficult waste stream to handle at civic authority and landfills sites the recycling work initiated by dreams has seen 55 000 beds shredded over the past year and diverted from landfill . citation needed replace every 8 edit dreams launched an extensive nationwide initiative in 2015 recommending that everyone should replace their mattress at least every 8 years . with links to research by the independent trade association the uk sleep council and a study by the furniture industry research organisation fira dreams major replace every 8 initiative is aimed at communicating the various health hygiene comfort and support benefits of regular mattress appraisal and replacement . 9 as part of the wide ranging replace every 8 programme dreams has developed an television commercial featuring a cover version of the take that hit everything changes which subsequently entered the charts . references edit an affiliate of sun european partners llp acquires dreams stores . sun capital partners . retrieved 2013 03 07 . issue 5 pdf . unfair contract terms . office of fair trading . october 1998 . retrieved 28 january 2010 . bulletin 18 pdf . unfair contract terms . office of fair trading . may 2002 . retrieved 28 january 2010 . wallis ian 1 july 2007 . dreams mike clare page 1 . growing business . crimson business . retrieved 28 january 2010 . asa adjudication on dreams plc . adjudications . advertising standards authority . 21 february 2007 . retrieved 28 january 2010 . asa adjudication on dreams plc . adjudications . advertising standards authority . 16 june 2010 . retrieved 16 may 2011 . winners of 2008 awards for excellence announced letsrecycle.com . letsrecycle.com . retrieved 2016 02 01 . international safety award winners 2015 pdf . retrieved 2016 02 02 . replace every 8 by dreams when did you last replace your mattress . www.dreams.co.uk . retrieved 2016 02 01 . external links edit wikimedia commons has media related to dreams retailer . official website the sleep matters club v t e sun capital partners portfolio as of august 10 2013 retail catalog and direct marketing hickory farms department stores shopko grocery & convenience marsh supermarkets specialty and apparel bonmarch dreams gordmans jacques vert the limited sharps bedrooms restaurants boston market friendly s johnny rockets smokey bones souplantation consumer products apparel american rec kelty kellwood company general kraco loud technologies food and beverage creekstone farms premium beef industrial coveris advanced coatings retrieved from https en.wikipedia.org w index.php title dreams bed retailer & oldid 739837230 categories private equity portfolio companiesfurniture retailers of the united kingdom1985 establishments in englandhidden categories articles lacking reliable references from november 2012all 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