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The Story

Having lost a whole Saturday trying to buy a bed, Charlie Marshall decided to make the process as quick and hassle free as possible, so Loaf was born in 2008. It turned out there were a lot of people out there who liked what they were doing and Loaf has since become one of the fastest-growing companies in the UK. In 2012 they added sofas to their repertoire and are now continuing their quest for world domination as emperors of comfy, laid-back furniture and squishy stuff for the whole home.

The Future

Loaf is a fast growing company with a focus on top-notch customer service and an emphasis on design, product quality and attention to detail. Current turnover is c£30m generated online, at their lovely showroom in Notting Hill and through their brochure, with customers predominantly in London and the South East of England. A new 8,000 sqft showroom, most likely the most laid-back ‘slow room’ in Britain, has launched in London (Battersea) in September 2015.


Loaf is looking to extend their product portfolio and distribution through licensing. Loaf is particularly interested in the categories Home fragrance & candles, Toiletries, Paint, Stationery & home gifting, Lighting, Bed linen, Ceramics and Bakeware/cookware.