An invitation to Loaf

LoafDazzlerOnline furniture and homewares retail Loaf is to target showrooms of 4,000sqft – 12,000sqft as it looks for 10 new outlets in London and the south-east.

The retailer wants to open five branches in 'prominent South-West London locations' in the next three years and five more in the south-east by the end of 2017. It has hired retail consultant MMX Retail to advise on the expansion plan.

Loaf wants to uphold its reputation for non-conformist retailing by setting up 'Loaf Shacks', breaking from the traditional formal setting of in-store retail by launching large, informal showrooms where customers will be invited to 'loaf' around on the products.

'Following on from our enormous success in the online market, we now want to establish a physical presence to complement our etail offer. Whilst Loaf has experienced rapid sales growth year on year since our 2008 start-up, we want our customers to be able to interact with our growing range of products, whilst retaining our unique approach to retailing,' says Charlie Marshall, Loaf founder.

The Loaf Shacks will operate in a manner that reflects our products: relaxed and easy going, but without ever compromising on the high-quality standards that define Loaf as a brand.'

Marshall sold a minority stake in Loaf to Monsoon founder Peter Simon in January.

After initially launching as The Sleep Room in 2008 with a view to creating a hassle-free and affordable bed-buying process, the company soon expanded into the making and selling of sofas and kitchen furniture, which led to the name change in 2012.

Pictured is the retailer's new Dazzler bed.