Internet
Loaf to Launch First Store Following Online Success
Having started out with a select offering of just 12 beds and one perfect mattress back in 2008, today they cover the entire home and are ranked as the 52 fastest growing brand in the UK (The Sunday Times Virgin Fast Track 100).
The 7,500 sq ft space, called a 'Loaf Shack', will be located in London's fast-developing Battersea area. Charlie Marshall , the 40-year-old founder of Loaf, aims to create the most laid-back showroom in Britain :
Research shows that there is still a proportion of customers who want to see and touch the products first-hand. In keeping with their mission of making laid-back furniture for people to live happier, more relaxed lives, Loaf's first ever Shack will not be your typical showroom. The retail destination will include all sorts of fun and interactive elements ranging from an ice cream parlour to old school chill-out areas and "The Snugville Mattress Testing Arena".
Loaf has bucked the dot com trend with their move to become a multi-channel retailer. Marshall believes that the future of ecommerce will see brands migrate to large physical spaces with multi-channel platforms working more intelligently alongside each other:
Loaf attributes their success to responding to the demand for characterful, handmade and affordable furniture along with outstanding customer service. Marshall sees placing importance on keeping the brand magic and focusing on customer handholding, rather than bamboozling visitors with flashy technology. The idea is that the website, brochure and Loaf Shack will all sync seamlessly for an enriched customer journey. For Marshall,
http://loaf.com/blog/press-releases/loaf-to-launch-first-store