Welcome to JFS and our Splendid Collections
Sweet Dreams are looking forward to showing off all our collections at the unmissable January Furniture Show, most particularly our upholstery. This is the first exhibition of the range since it came back under the Sweet Dreams umbrella – although we still like to refer to the downstairs collection as our Comfort Zone.
The British-made collection still boasts similar breadth and depth as previously. The choice of fabrics is a little less extensive – and we have been told that’s a positive – but more focused. The quality specifications are the same, the models all carry a five-year warranty and, crucially, the 2-3 week delivery on all options (10 working days for most) is unchanged.
At the NEC, we’ll be taking the opportunity to exhibit some of the models which haven’t been seen beyond our showroom before, as well as showing off our most popular models in fresh fabrics. We all know that a sofa can appear a very different creature when upholstered with a patterned fabric as opposed to a plain, for example, or a striking shade as opposed to a more subtle colour, and it’s good to show these contrasts in the flesh. We anticipate the British-made sofa designs in their new colours will attract a lot of attention.
Then there’s the imported upholstery, which is brand new and on show for the first time. We’re introducing four ranges; three leather-look and one fabric. Amalfi, in chocolate leather-look and comprising a two-and-a-half seater and a two-seater sofa, as well as a matching storage stool, boasts a power recliner to all four sitting positions and USB charging points. There’s a pocket spring unit to the seat cushions, a spring suspension system to the base and use of fibre, DacronTM, PE foam and other luxury fillings to promote long-lasting comfort. A seriously good-looking sofa, Amalfi epitomises modern styling without sacrificing support and a superb sit.
The two other leather-look sofas, Genoa and Capri, boast manual recliners. Capri comes in a 3-2-1 format, Genoa a two-seater and three-seater. Both come in the chocolate colourway and both feature a pocket spring unit to the seat cushions and spring suspension system to the base. Ravenna, an inviting 3-2-1, plus storage stool, features manual recliners. The soft, textured fabric comes in two colourways, nickel and mink. Once again, the model features the springs to seat cushions and base for comfort and support.
Beds at the heart
Sweet Dreams are best known, of course, for our own-manufactured beds and mattresses and these as always will be at the heart of the display. Our Pocket Air collection of divans, relaunched with entirely fresh models last September, will be shown with models not previously exhibited. Among these will be Clarence 4000. In common with all divans from the collection, the spring system features alternate shortened pocket springs to provide a sensational, flexible feel as the springs contract and the volume of air increases. The sleeper’s weight is evenly distributed for comfort. In Clarence, the mattress cover contains cashmere – and the microquilting beneath contains both cashmere and wool. The damask border comes in two colourways, wheat and nickel, to match the divan base. Three sizes and a wide range of storage options to the base, including three styles of ottoman, is standard to all beds in the collection, together with quality finishing to both mattress and base.
Other divan collections will be on show, including favourite models from the Royal Pillowtop, Enchanted and Pocket Spring collections. As usual, we anticipate a strong take-up for our special show offers on mattresses and we’ll be displaying more on our mattress stand and on our range of bedframes, which they’re designed to complement. We’ll be revealing several new bedframes at show, encompassing upholstered and wooden styles. Oldman, Lee and Ryder are three of our new fabric frames; Oldman a smart sleighbed, Lee a classic, understated frame with a low headboard and no footend, and Ryder sporting a winged headboard – and gas-lift ottoman storage. All come in two colourways and two sizes. Flying the flag for wooden frames comes the new Grant, to be shown in cherry, and the new white option for sleighbed Pacino. That brings the number of available finishes to four for Pacino, one of our most popular models.
Our collections don’t stop here, but extend to bedroom furniture with strong sellers Kramer and Perry, new children’s bunk Jolly Roger – and our latest sofabeds. Here we’ll be launching three clic-clac models; swish Texas, in brown or grey fabric with shaped styling, Iowa, also in fabric with two scatter cushions included and Ohio, in brown or black leather-look. This trio have already enjoyed a good reaction and the show will bring their appeal to a wider audience.
We look forward to demonstrating all our splendid collections on Stand H10 in Hall 5 and to welcoming you there.