Furniture etailer Loaf is to press the button on a launch into bricks-and-mortar with its first store planned in south London this autumn.    

Loaf Shack will open its first store in Battersea this autumn

The 7,500 sq ft ‘Loaf Shack’, expected to be open by October, will be on Queenstown Road, Battersea. Retail Week revealed last year that Loaf, which launched in December 2008, planned a physical presence and was targeting 10 stores in the southeast of England by 2018.

A Loaf spokeswoman confirmed to Retail Week that remains the plan.

Founder Charlie Marshall said he wants the new store to be the most “laid-back” showroom in the UK.

He added: “Loaf’s move to bricks and clicks is all about reaffirming our brand and giving customers a fantastic experience.”

Among Loaf’s shareholders is Monsoon and Accessorize founder Peter Simon, who took an undisclosed minority stake in the retailer last year.