Loaf set for number 11

Loaf is to open its 11th store and fourth in London later this summer.

The 3,500sqft store at 147 Chiswick High Road, is being designed by Studio Jill, which played a key role in conceptualising Loaf’s last ‘Shack’ opening at Redbrick, near Leeds in October 2023.

‘Studio Jill will be involved in elevating the look, feel and experience of the new Shack while maintaining Loaf’s identifiable character. Bringing Loaf’s ethos of comfort to the forefront, this will be a warm and inviting hang out where customers can put their feet up and ease off the throttle,’ says the company.

‘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,’ says Sam Perkins, Loaf ceo.

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