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Online furniture retailer opens first store in Battersea

Homeware brand, Loaf has built upon its online success with the opening of its first store

The large 8,000 sq ft retail destination called the ‘Loaf Shack’ is located in the fast-growing borough of Battersea.

Having started out with a select offering of just 12 beds and one perfect mattress in 2008, today Loaf covers the entire home with sales of £27m (inc. VAT) for 2014/15.

The retail expansion for one of the UK’s fastest growing companies (Fast Track 100) is expected to help achieve forecasted sales of £100m over the next few years.

Founder, Charlie Marshall made it his mission to open “the most laid-back store in Britain”. So much so that the new space is being described as “a slowroom, not a showroom”.

He said: “Our aim has been to make shopping for furniture online as simple and as hassle-free as possible. But there are still a large number of customers what 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.”

Along with their Derbyshire-made beds and sofas, for the first time Loaf is offering a cherry-picked collection of takeaway gifts and accessories including organic candles, bath smellies, tableware, cashmere blankets and other essential loafing supplies that are available just in-store.

The new Shack will run alongside Loaf.com and aims to give customers an enriched customer journey. Marshall added: “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.”

There are plans to roll out a further ten Loaf Shacks in the next few years.

This was posted in Bdaily's Members' News section by Ellen Forster .