Furniture specialist Loaf has appointed former In The Style boss Sam Perkins as chief executive as founder Charlie Marshall steps aside, Retail Week can reveal.

Sam Perkins

Sam Perkins has been named chief executive of Loaf

Perkins, who it was revealed last week would leave In The Style at the end of this month, will join Loaf in early February next year. 

Marshall, who launched Loaf in 2008 and remains a significant shareholder, will become its brand guardian. He will continue to sit on Loaf’s board and focus particularly on product, marketing and brand.

Loaf has also appointed former chief product and sourcing officer Nicky Line as chief product officer.  She will join in January.

Before In The Style, Perkins held senior roles at online giant Very, where his posts included retail managing director, and Tesco, where he rose to become commercial director of the One Stop convenience business.

A source familiar with the situation said Perkins would bring to Loaf a “proven track record of delivering strategic and commercial success” and that he has a “strong understanding of brands, from disruptive social-influencer businesses to traditional high-street retailers”.

The changes come a year after investor Blue Coast Capital, which is connected to members of River Island’s Lewis family, took a majority stake in Loaf.

In its last financial year, to March 31, Loaf’s pre-tax profits climbed from £7.2m to £12.7m, on sales up 52% to £93.9m from £61.7m. 

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