Loaf expands London presence with new Chiswick store
Loaf, the premium British furniture brand, is expanding its London presence with the opening of a new ‘Shack’ showroom.
The move means that Loaf will have 11 UK stores following launches in Battersea, Notting Hill, Spitalfields, Guildford, Wilmslow, Solihull, St Albans, Bristol, Edinburgh and Leeds Redbrick.
Situated on Chiswick High Road, the 3,500 square foot space is being designed by Loaf’s in-house team alongside design company, Studio Jill.
The shop will act as a showcase for Loaf’s signature sofas, beds, homewares and cabinetry. While customers will be offered hot chocolate as they relax and test out the sofas, kids will be kept entertained with a bespoke ‘play table’.
Loaf’s chief executive Sam Perkins said: “Increasing our number of Shacks presents an exciting opportunity for us to reach more of our core London audience, and Chiswick is the perfect destination for our next showroom.
“Customers can expect to experience a warming environment through wood finishes, lighting and cosy textures and plenty of joyful touches that our Loafers know and love. We look forward to opening the doors soon.”
