British furniture retailer Loaf has today opened its second London store, in Notting Hill, complete with arcade games and table football.
The shack - as it is known - measures 5,500 sq ft over three floors, in an art deco building on Lancaster Road near Ladbroke Grove station. Loaf’s ‘big brother’ store in Battersea measures 8,500 sq ft.
The retailer describes the Notting Hill shack as “more of a slowroom than a showroom” because customers are invited to “kick back and relax in true Loaf style”.
The store boasts a cinema den, where shoppers will be able to enjoy re-runs of classic films, and has a mattress testing area in a New York-style loft space.
Loaf founder Charlie Marshall said: ”[The shack] is my favourite building in the area and I’ve had my eye on the space for a very long time.
”We’ve created a special somewhere for people to come and put their feet up and be happy. I always hoped that one day I’d earn my living through chilling!”
The Notting Hill store replaces the brand’s original home on Exmoor Street, which opened more than seven years ago. The furniture retailer has also unveiled plans to open additional stores in the near future.
Monsoon and Accessorize founder Peter Simon took a “significant” minority stake in Loaf in 2014.