Dreams Beds open in Hamilton, Nether Auldhouse and Glassford St, Glasgow
I was strolling down Glassford Street at Christmas looking for Specsavers. And what did I bump into, but a new bed shop opening slap bang in the middle of the grottiest shopping street outside of Mumbai.
I pressed my nose against the glass, my eyes started to water (the glass was very cold). What nutter would open a bed shop in Glassford Street? I spotted the blue carpet rolls and realised – it was Dreams.
On I went to get my eyes tested. Never had glasses before, but while squinting at our very small profits this year my eyes began to hurt and I thought I’d better get a wee designer pair, just for the books.
I sat there. Specsavers is very interesting by the way. They only employ young girls in specs with their hair tied up in a bun. My librarian fantasy re-awakened in me. After an hour or so I started thinking about how I could sell beds in Glassford Street…
At Archers we have always focussed on the operational issues of clever buying, smart warehousing and low cost, high volume bed superstores. Marketing has never been our strong suit. But here was a bed shop that had all the problems of terrible access, expensive parking, and a location more suited for a pawnbrokers than a bed superstore. Couldn’t imagine picking up my Sunset 150 roll up mattress from there. Obviously clever marketing is the only way that this store has a competitive edge.
And so I picked up the phone to Robert and said, we got to design a new advert. “What do you want in it asked Robert?” You know the picture of that girl who lies on our van pretending to be asleep. She works in Specsavers. Put her in our ads! She is over 16 now.
And so there you have it. The genesis of our new “It’s Bedtime” campaign starting in 2 weeks time. Now where am I going to find a shop near Glassford Street?
Oh and Dreams have also opened up beside us in Auldhouse Retail Park near Pollok in Glasgow. Now that is a cool location. And Hamilton? Well being brought up in East Kilbride I could only think of one reason to shop in Hamilton – if a nuclear bomb had destroyed all other shopping centres this side of the Ganges.
Related posts:
- New bed shop to open in Clydebank
- Dreams Beds – are they the best?
- Dreams Beds in Edinburgh – Other Bed Shops?
- Archers Stirling Bed Shop Now Open
- Bed Shed and Dreams close
Tags: Dreams Beds East Kilbride, Dreams Beds Glasgow, Dreams Beds Hamilton
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