British furniture brand Loaf has announced plans to open two new physical retail spaces. Spitalfields in London will welcome a Loaf showroom next month, followed by the brand's first move outside the capital to Guildford launching five months later in October. The two new Loaf Shacks (dubbed slowrooms not showrooms) will continue to celebrate the joys of kicking back to help people lead happier, more relaxed lives.
After successful openings in Battersea and Notting Hill in 2015 and 2016 respectively, the fast-growing retailer continues to expand its customer reach with four locations in the South East.
The 297 sq m Spitalfields Loaf Shack will be housed in the area’s Exchange Building, which was originally designed for telephone operators in the early 1900s. The Spitalfields Shack will be just a short stroll from Liverpool Street station and also Shoreditch High Street overground.
The 510 sq m Guildford Loaf Shack will be part of the 7,432 sq m Tunsgate Quarter development opening in October 2017. Set to be the shopping destination in Surrey, Loaf will be in good company with OKA, The White Company and The Ivy Collection restaurant as neighbours.
Visitors will be encouraged to test the cloud-like mattresses on beds and laze around on the British-made sofas. Children can get stuck into some colouring and there will be the usual retro arcade games and other treats for little and big kids alike.
'It’s been my mission to open the most laid-back showrooms in Britain and the cracking locations of our two new Shacks will help to deliver our ambitious growth plans over the next few years. Successful launches of Battersea and Notting Hill prove that a large number of our customers want to see and touch our products before they buy. Our physical spaces are all about bringing that brand magic to a wider audience, working seamlessly with our website and brochures. For us it’s all about an enriched customer experience that focuses on insanely good quality products and knock-out customer service,' says Charlie Marshall, Loaf's founder.
'Surrey is spot on in terms of the typical Loaf customer profile, especially in affluent Guildford. We’re excited to show off our wares in our own physical space outside London for the first time and to offer something a bit different. And for our first move to east London, I’ve long thought of Spitalfields as being a bit like the Notting Hill of the East End with its eclectic mix of heritage buildings and vibrant market. Loaf grew up in Portobello with our first showroom-style space there, so the quintessentially British vibe of our new home feels like a natural segue between the east and west of the capital. Our new Shack is slap bang in the middle of this buzzy neighbourhood – visitors can enjoy our comfy wares and a bit of a day out,' continues Marshall.
Further Loaf Shacks are planned within the next few years.