If you have a bad back, you need a firm bed.

This is just one of the myths Ben Wilson hopes to dispel with Dreams, a new mattress showroom in the Washington Mall.

The furniture retailer opens the doors to his “sleep gallery” today. The first of its kind on the island — it is a shop specialising solely in sleep.

Working closely with the island’s leading chiropractors and physiotherapists, Dreams will sell mattresses, box springs, pillows, sleep accessories and sheets.

“You don’t go to a furniture store if you need a new mattress just like you don’t go to a mattress store if you need a dining room table,” Mr Wilson said.

“This is how it is everywhere else in the world — America, Canada, Europe. That’s what we’re trying to build.”

The 34-year-old has been running furniture warehouse Big Saving Zone for 18 years and selling mattresses by Serta “the world’s leading mattress brand” for the last three.

Island-wide delivery, installation and a standard mattress protector, come free with every purchase of a new mattress and box spring. Queen-size mattresses range from $995 to $3,995.

Situated in the lower level of the mall, next to Beluga sushi bar, he said couples can test the mattresses on their lunch break instead of journeying to St David’s.

“I had this vision about two years ago,” he said.

“This is something that the island really needs. We put it nice and central in the heart of Hamilton because like the other furniture stores we are all out of the way.”

His sales team has been trained by experts from the US.

“Like a mechanic or an electrician, if you specialise in one thing it’s much better for the consumer,” said Mr Wilson.

They will offer 15 different types of mattress, from pocketed coil to memory foam to the hybrid, which he described as “the best of both worlds”.

“Some people like the feel of the traditional mattress,” he said. “With the hybrid you’re getting the Comfort level of the memory foam but with the traditional support of the popular coil mattresses.”

Pillow options mirror those of the mattresses in down, memory foam and Serta’s iComfort TempActiv cooling pillow.

Sheets from Malouf are a result of customer feedback with fabrics to suit the average consumer to high-end French linen.

“Everyone was asking, from my wife’s mother to strangers on the street. I took it and I ran with it,” he said.

“It was the last piece of the puzzle. You can buy a mattress, a mattress protector, pillows, and the sheets, so in one delivery we will recreate your entire sleep experience.”

He said all products run with the company’s “good, better, best” philosophy.

Sheets come in brush microfibre, bamboo, cotton percale, linen and Tencel, for those who suffer with skin disorders such as psoriasis. He said their smooth weave prevents catching on rough or tender skin.

An acrylic display case will allow customers to feel before they buy.

“The myth is that if you have a bad back you should get a firm mattress. It’s just an old wives’ tale. For some people that is the solution but it’s all about the support where you need it,” he said, explaining that a high coil count can prevent motion transfer.

“You can sleep on a lovely cushioned or pillow top mattress — the key is what’s inside.

“If you have the right internal structure you won’t feel [your partner] getting in the bed. He won’t feel you getting out of the bed.”

“We provide true sleep solutions where everything is in place for you to have the best night’s sleep that you possibly can.”

Front and centre is the Motion bed technology, which addresses individual needs.

“If you prefer a firm mattress and your partner prefers a soft mattress, you can get separate mattresses on the same base. They both operate individually by remote control.”

With under bed lighting and massage options “from your feet up to your neck”, he said: “They are quite costly but they are definitely the wave of the future.”

The Sleep GPS system links the mattress to your smartphone via Bluetooth.

“It monitors your sleep habits and offers solutions, giving you ideas of what you can do to fix your habits — go to bed earlier.”

Mr Wilson will marry his two businesses with an online shopping station in the Hamilton store.

“We have the largest showroom on the island in St David’s but we appreciate that we are a long way away for people,” he said.

“In Dreams we have two 36-inch monitors. You can browse our full catalogue. We’re the only furniture store on the island that offers true online shopping with everything — pictures, measurements. You can order straight online with us.”

• Dreams’ website is www.dreams.bm and the phone number 293-7326