Dreams has marked a major milestone with the opening of its 225th UK store at Manchester Fort Shopping Park – and it’s celebrating with a little help from some of Manchester’s best-known drag talent.
The UK’s largest specialist bed retailer has officially opened its new Manchester Fort store, expanding its nationwide network to 225 locations.
The opening comes just in time for Manchester Pride, with Dreams launching its ‘Sleep Like a Queen’ campaign alongside Manchester drag stars Juno Birch, The Real Banksie and Miss Naomi Carter.
Dreams Celebrates Manchester Pride With ‘Sleep Like a Queen’
While Manchester Pride is synonymous with self-expression, nightlife, performance and community, Dreams is putting the spotlight on something that’s equally important after a busy weekend: getting enough sleep.
The new campaign explores the downtime behind the glamour, following Manchester’s drag queens as they get ready for Pride and wind down after performing.
Content filmed at the new Manchester Fort store captures everything from getting ready to those all-important ‘morning after’ moments, highlighting the importance of having somewhere comfortable to rest and recharge.
Juno Birch, who grew up in Manchester, said:
“Manchester Pride is always an absolute ball, heartwarming but also chaos! – it’s my hometown, so naturally I have to look as stunning as I possibly can.”
The drag performer added that juggling make-up, performances and running around Manchester’s Gay Village in platform heels can make finding time to properly switch off difficult.
“A good night’s sleep makes such a difference when you’re doing it all again the next day,” Juno said.
The campaign is also being delivered in collaboration with the LGBT Foundation, continuing Dreams’ support for LGBTQ+ colleagues and communities.
A Major Milestone for Dreams
The Manchester opening represents another step in Dreams’ continued expansion across the UK.
Siobhan King, Chief Marketing Officer at Dreams, described the 225th store opening as “a really proud moment” for the company and its colleagues.
With Manchester known for its creativity, culture and vibrant communities, the retailer wanted to mark its arrival in the city by working with local talent and connecting the launch to one of the biggest events in Manchester’s calendar.
The new store gives shoppers the chance to browse Dreams’ range of beds, mattresses and bedroom furniture, while receiving expert advice to help them find products suited to their individual sleep needs.
Dreams’ Sleepmatch Technology Comes to Manchester
One of the key features available at the new Manchester store is Dreams’ Sleepmatch technology.
Exclusive to Dreams, the system has been developed through more than 20 years of scientific research and uses measurements to help match shoppers with mattresses that are suited to their individual requirements.
Customers can also use the technology online, making it possible to begin their mattress search from home before visiting a Dreams store.
The Manchester Fort location will stock products from a range of leading sleep brands, including Flaxby, Sleepeezee, TEMPUR and Silentnight.
10% Off to Celebrate the New Store
To mark the opening, Dreams is offering shoppers 10% off when they spend £750 or more.
The offer runs from Friday 21 August until Thursday 3 September 2026, giving Manchester shoppers the chance to take advantage of the promotion while exploring the new store.
The Dreams Manchester Fort store is located at:
Unit 12–13, Manchester Fort Shopping Park
Cheetham Hill
Manchester
M8 8EP
The store officially opened at 10am on Friday 21 August.
For more information about Dreams’ beds, mattresses and bedroom furniture, visit the official Dreams website.
