British furniture brand Loaf is bringing its "rest-test" experience to Chelmsford this month, opening a new 5,500 sqft Shack (its take on a showroom) on 30th April, "designed for film nights, quiet reading moments and proper downtime".
At Loaf, customers are encouraged to "rest-test" before they buy, settling into sofas, staying a while and experiencing the furniture as it is intended. The retailer says customers spend an average of 45 minutes in a Loaf Shack, highlighting the appetite for a more relaxed, considered shopping experience.
Chelmsford, one of the UK’s fastest-growing commuter cities, was chosen for its growing base of design-conscious homeowners and young families, strong residential development, and direct access to London, making it a natural next step for Loaf’s expanding Shack network.
Situated on Springfield Road, just a short distance from Chelmsford train station and retail and hospitality spots such as Everyman, Mint Velvet and Gail’s, the 4,250 sqft store was designed by Loaf’s in-house team in collaboration with design studio Studio Jill, following their work on previous openings including Chiswick (summer 2024) and Islington (summer 2025).
Designed to showcase Loaf’s full collection, the Shack will feature its sofas and beds, alongside handwoven rugs, tables, lighting and more. Chelmsford will also feature a number of experiential spaces that go beyond traditional retail, including Loaf’s third Movie Lounge.
New for Chelmsford is the Loaf Reading Nook, which it describes as "a space to switch off properly, with curated books and built-in seating designed for losing track of time". Also launching is the Loaf Pantry, a help-yourself space offering tea and coffee from independent British makers alongside classic Loaf favourites such as Tunnock’s and Werther’s.
To celebrate the opening over the May bank holiday weekend, customers will receive a complimentary goodie bag worth over £100 with a purchase (while stocks last) and can also enjoy complimentary Nyetimber while browsing.
Loaf’s CEO Sam Perkins says: “Chelmsford is an incredibly exciting opening for Loaf as we continue to expand our Shack network across the UK and redefine what the furniture shopping experience can be. Our Movie Lounge has quickly become a staple in our newer spaces, and with Chelmsford we’ve gone even further – introducing the Reading Nook and Pantry to create a space people genuinely want to spend time in.
"We’re not interested in traditional showrooms. People don’t live like that at home, so why would they shop like that? Our Shacks are designed to be lived in – spaces where the whole family can properly relax, switch off and experience our furniture as it’s intended. Chelmsford brings that vision to life in a bigger and better way.”
With the addition of Chelmsford, Loaf will operate 12 Shacks across the UK.
