Furniture etailer Loaf has opened what it claims to be “the most laid-back store in Britain” as it ventures into bricks and mortar.
The 8,000 sq ft store in Battersea, called ‘Loaf Shack’, has been dubbed by the business as “a slowroom, not a showroom”, encouraging customers to relax in its ‘chill-out’ areas.
The store also features a ‘Little Loafers’ corner for younger visitors as well as a traditional-style ice cream parlour.
In addition to its bed and sofa proposition, Loaf will also sell gifts and accessories including organic candles, tableware and cashmere blankets from the store.
Bosses are targeting a further 10 Loaf Shack stores across the southeast of England by 2018. Property agent GCW is advising the etailer on new store acquisitions.
Charlie Marshall, who founded Loaf under the original name of The Sleep Room in 2008, said: “Our aim has been to make shopping for furniture online as simple and as hassle-free as possible. But there are still a large number of customers that want to see and touch the product before they buy.
“To respond to that demand we’ve created a seriously beautiful, bells and whistles store that we’ve filled with things to make people smile.
“Our main focus right now is on getting the brand magic absolutely spot on. Our move to bricks and clicks is all about reaffirming our core values and giving customers a fantastic shopping experience.”
Loaf sales hit £27m in 2014/15, a figure that bosses expect to rise to £100m “over the next few years.”
Monsoon Accessorize founder Peter Simon, is among Loaf’s shareholders after taking an undisclosed minority stake in the retailer last year.