Riaz Ahmed started his career at the bed manufacturer Silentnight. He spent 16 years working for the firm, latterly as a works manager in the United Arab Emirates for six years. Upon returning to Britain he set up his own business making headboards. Sweet Dreams was incorporated in 1988 at which time the business had extended to include bed manufacture. Over 20 years he has the built the business to a level where Sweet Dreams filed pre-tax profits of £1.09 million on turnover of £18.5 million for the year ending March 2007. Sweet Dreams is now one of the market leaders within the bed production sector.