Online furniture retailer Loaf has made the move into brick and mortar retail with the opening of the very first ‘Loaf Shack’ in Battersea, London.
The up and coming area may be just right for the laid back retailer’s 8000sq ft outlet, which company founder Charlie Marshall wants to make “the most laid back store in Britain.”
“Our aim has been to make shopping for furniture online as simple and as hassle-free as possible,” says Marshall. “But there are still a large number of customers that want to see and touch the product before they buy. To respond to that demand we’ve created a seriously beautiful, bells and whistles store that we’ve filled with things to make people smile.”
In the new store, customers can relax and play games in the ‘chill out area’, as can their children in the ‘little loafers’ corner. Patrons can even enjoy ice cream at a traditional style parlour.
“Our main focus right now is on getting the brand magic absolutely spot on. Our move to bricks and clicks is all about reaffirming our core values and giving customers a fantastic shopping experience,” Marshall added.
Loaf has also expanded its repertoire for its first store. Exclusive in-store items include organic scented candles, tableware, bath smellies and cashmere blankets.
Loaf.com is one of the UK’s fastest growing companies and is among those listed on the Sunday Times ‘Fast Track 100’ list. The website generated £27m in profit over 2014/15.
There are plans to open a further ten stores over the next few years.