- Location: multiple locations and online
- Specialty: Comfortable laid back furniture from the UK
- Price range: $$
- Website: loaf.com
- Founded: December 2008
- Founded by: Charlie Marshall
- Headquarters: London
Name/Title: Charlie Marshall/Founder and Head of Loafing
Open date: December 2008
Inspiration for opening: Having lost a whole Saturday trying to buy a bed, I decided to make the shopping experience as hassle free, affordable and as speedy as possible. Since launching in 2009 and originally being the specialist for beds, we introduced sofas and bedroom furniture last year. In March we launched over 150 gorgeous new pieces including kitchen tables and chairs, bathroom furniture, coffee tables, side tables, floor rugs, kids furniture and art for the first time. And a load more comfy beds and sofas too! This year we are introducing lots of smaller accessories as well as pieces for the home office such as trestle tables and storage, five new tableware ranges, more modular sofas and footstools too.
Merchandise source: All of our pieces are designed and made from scratch to achieve that relaxed, loafy look we’re all about. I seek out inspiration in vintage and antique pieces here in the UK and when I’m travelling. Spanish Architectural Digest is our bible for design and I always have a flick through for ideas. I also find Pinterest useful for the same reason. I then work alongside our in-house design team to create something that is nice and that isn’t going to blow the bank for our customers. I have three sisters, all of whom have lovely homes and very good taste. Everything at Loaf has to be vetted by them before it makes the final cut!
Best selling item: Our ‘Coco’ bed is hands-down our best seller. Modeled on an original French beauty, Coco is solid, made of gorgeous weathered oak and has all of the chic but none of the squeak of an antique version!
Your favorite item: My house is chock-a-block with lovely loafy things so it’s a tough task to single out one champion piece. One of my favorites is our new Crumpet sofa, so much so that I have just ordered one for home.