Loaf is a fast-growing online furniture retailer characterised by its laid-back, informal approach. Its mission is to make the buying and delivery process as simple and hassle-free as possible for customers.

Founded by Charlie Marshall in 2008, the retailer originally sold a limited range of beds. But the offer has been widened and now covers furniture and accessories for the whole house.

Loaf replatformed its website and hired logistics firm Wincanton to support the next phase of growth. It has recently consolidated its warehouses to a single facility and has invested into data insights capabilities, as well as new head offices that allow for better scalability.

Despite establishing online, bricks-and-mortar are important to its multichannel ambitions. The retailer plans to open up to 11 large Loaf Shack showrooms where shoppers can interact with its products. It has made strong headway over the past year, with eight now up and running, with the majority now outside of its London heartland, opening it up to a wider customer base.


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