Loaf is a fast-growing online furniture retailer characterised by its laid-back, informal approach. Loaf’s 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 saw its sales decline 1.8% in the year to end March 2023 (FY2022) citing an “overall softening of the furniture market, highly competitive retail trading environment and challenging macro-economic climate” which resulted in revenues of £92.2m.
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 recent years, with 9 now up and running, with the majority now outside of its London heartland, opening it up to a wider customer base.
During FY2021, Loaf was involved in a corporate restructure resulting in the majority of ownership transferring to LFH International with Clive Lewis and Benjamin Lewis appointed as directors in November 2021.
Innovation rating: 2.5
