Dreams has already made a significant commitment to Variety in 2022. This includes making a contribution towards a new Sunshine Coach minibus, sponsoring the upcoming Variety Rocks Live Music Event (planned for October) and making regular donations each time they enter into a new store transaction.

Join Dreams’ CEO Jonathan Hirst, James Honeyman, Landlord of Quadrant Estates, Ben Whittle, Chairman of Accessible Retail, Variety’s former Chief Barker, Dilly Kitchlew-Williamson, Variety Celebrity Ambassador, Caroline Monk, and the legendary musician and actor, Noddy Holder, MBE, for the ribbon-cutting ceremony and celebration.

We are most grateful to Dreams for the support and commitment they have made to Variety and excited to join the team at their new store opening.

Dilly Kitchlew-Williamson, former Variety Chief Barker

Official store opening event details


11.30 am Friday 4 March 2022


Dreams, Gallagher Shopping Park, Junction 9, Axletree Way, Wednesbury, WS10 9QY

The store is located on Axletree Way, Gallagher Shopping Park in Wednesbury. It has over 760 free parking spaces and is just a short distance from Junction 9 of the M6.

What’s happening

The following activity is planned for the event:

  • A coffee cart giving away free hot drinks
  • Free samosas
  • A Bhangra band
  • Special offers
  • A balloon arch
  • A high-flying blimp