Loaf’s laid-back approach to retail has long made its stores popular with furniture shoppers. With the opening this summer of its 11th ‘shack’ (its take on a showroom) in Islington, London, the brand continues to refine its family-friendly vibe, with colouring-in stations for the kids, treats for family pets, and Loaf’s first-ever movie theatre, explains CCO Theo Sheppard …
Situated on Essex Road, a short walk from Angel tube station, the 4100 sqft store was designed by Loaf’s in-house team in collaboration with Studio Jill – which, following its work on Loaf’s recent Chiswick opening, continues to help elevate the brand’s look, feel and overall experience offering, while staying true to its unique character.
The Islington Shack is home to the retailer's first-ever Movie Lounge (complete with free popcorn and film screenings). It also boasts family-friendly additions such as a colouring-in station, free choc ices and dog treats.
Loaf has always advocated the soft sell, its stores exuding a family-friendly feel that is relaxed, unhurried and hospitable – and there’s a clear correlation between longer dwell times and higher conversions, Theo explains …
Since its inception, Loaf has offered a different spin on the traditional furniture store. Was this always part of founder Charlie Marshall’s mission?
We want our stores to be inviting, relaxing and enjoyable places for all our visitors. Our philosophy has always been to create a space where customers can slow down, get inspired, and truly enjoy the process of browsing our products.
We encourage everyone to ‘take a load off’ and spend as much time as they like in our stores. Whether that means relaxing and watching a movie, or letting your kids get creative with some colouring while you explore, we want you to feel at home.
Roughly how does your in-store product offer break down these days?
Our made-to-order upholstery, including sofas and armchairs, remains our top in-store category and is central to Loaf's offerings, occupying most of our floor space. We also prominently feature beds and bedroom furniture in complete roomsets, allowing customers to easily envision our pieces in their own homes.
We highlight three main ‘Loafing moments’ across our shacks – sofa time, bed time, and table time. These displays are designed to bring our spaces to life and show how our furniture fits into everyday living, whether it's relaxing on the sofa, unwinding in the bedroom, or gathering around the table.
Spending time around the kitchen table is such an important part of how many of us live and socialise today. At Loaf we call it ‘table time’, and this autumn we’ll be unveiling a host of new launches, from generous dining tables made for big family feasts, to cushioned chairs and benches that encourage lingering for longer.
Last month, we expanded our range of top-quality light and dark oak pieces, including storage solutions, sideboards, coffee tables and side tables.
To add layers of colour and comfort throughout the home, we also have a wide range of soft furnishings including jute and wool rugs, cosy lighting, colourful cushions and natural wool blankets.
What family-friendly features does the new Islington Shack offer? How do they address specific demands?
We’ve always believed that furniture shopping should feel relaxed, enjoyable, and even a little bit fun. With the Islington Shack, we’ve leaned into that more than ever, introducing some thoughtful features designed to create a genuinely family-friendly, feel-good space.
The Movie Lounge offers a full cinema set-up, complete with a big Cuddlemuffin corner sofa and family films, and is designed to feel just like a cosy night in at home. Guests can even snack on some popcorn while they unwind. It gives everyone, not just the kids, a chance to pause, relax, and experience our furniture the way it’s meant to be used. Whether you’re curling up for a few minutes or just taking it all in, it helps take the pressure off the shopping experience.
It taps into a simple bit of shopper psychology – when people feel comfortable, unhurried and at ease, like they would in their own living room, they’re able to make better, more confident decisions.
A low-key but hugely effective addition is our colouring-in station, featuring an exclusive Loaf illustration by Michael Parkin of a chaotic home scene that adds a bit of fun and character for the kids. Alongside this, we have a freezer stocked with choc ices, (nostalgic and a little bit different), which ties in nicely with the Movie Lounge, with choc ices being a classic cinema treat back in the day.
These small touches and attentions to detail add personality and a sense of fun, encouraging visitors to spend more time in the space, imagine a Loaf home for themselves, and build a genuine connection with the brand that turns them into long-term customers.
There’s also our pet-friendly areas. We know that for many people, pets are part of the family, and welcoming pets into our shacks reflects that. It also subtly changes the tone of the space, making it feel more relaxed and welcoming. Plus, the team love having pets around – there are even treats ready for them in a dedicated Dog Bar. It helps our customers picture their whole household enjoying their Loaf pieces at home.
Did any of these require any careful planning or new approaches, from a store design perspective?
We put a lot of thought into integrating family and pet-friendly zones, working closely with our external design partner Studio Jill. Our goal was to make sure these features felt like a natural part of the design, not just an add-on.
We also carefully designed roomsets to show how easily our furniture fits into real homes, and how Loaf pieces can be mixed and matched. The Shack truly captures Loaf's personality – relaxed, fun, and full of character. It's designed to be an immersive and welcoming space where visitors can spend an afternoon and, most importantly, feel completely comfortable.
In what other ways was the store designed to deliver the best possible customer experience?
We're really focused on our in-store experience, aiming to create a balanced environment that feels inviting, homely and inspirational, while also making it easy for customers to shop and compare our products.
Regarding product selection and visual merchandising, we're continuously reviewing our store layouts. We actively listen to feedback and observe customer behaviour to make necessary adjustments and evolve our approach. Our goal is for customers to feel inspired by the roomsets, confident in exploring colour and style choices for their own homes, and encouraged to stay awhile, relax, and literally get into bed.
Do you have any data to support the notion that greater dwell time, relaxation or family engagement results in more sales?
While we don’t share specific figures publicly, we do track customer behaviour closely, and we’ve seen a clear correlation between longer dwell times and increased conversions. When customers feel at ease, they tend to explore more, ask more questions, and ultimately feel more confident in their choices.
Do you think your staff training differs from other retailers’ in this regard?
Definitely. Our team are true comfort connoisseurs – and colour enthusiasts, too. We get to know people by listening and building real relationships, so we can understand their taste and lifestyle. That way, we can help them find pieces that feel right at home in theirs. For example, families might be looking for more durable fabrics, while Londoners often want clever storage solutions.
Our team are also fabric specialists – they can guide you towards the right material for your home, making sure it works with your lifestyle as well as your style. They’re brilliant at helping customers find pieces they’ll love for years to come, and they can solve those common concerns like ‘will it fit?’ or ‘which fabric will work best?’ From understanding sit-style and design preferences, our team’s deep product knowledge means they can confidently guide customers to the perfect choice. This personal approach really makes all the difference.
Buying a sofa or bed, or any piece of furniture, is personal, so we create a relaxed, home-like environment for the whole family that helps build real connections. When customers feel welcome and unhurried, they can explore and make confident choices together. This makes the experience truly memorable and strengthens the brand’s connection with the customer.
How have your website and marketing evolved to suit the stores’ evolution?
Our digital and physical spaces now work more closely than ever. We’ve introduced a brand-new kiosk concept in the Islington Shack that connects the two seamlessly. Customers can see the full range and use the digital customisation tool to design their sofa from scratch, saving it to their shortlist on their Loaf account – bridging online inspiration with the in-store experience.
In-store, they can test cushions, compare seat depths and styles, and choose their perfect fabric and colour, making the journey both seamless and personalised.
What’s in the pipeline for your next store?
We’re continually evolving the shack experience to meet changing customer needs. Each new store is designed to feel welcoming and intuitive, a place where people can slow down, get comfortable, and imagine how Loaf might fit into their own home. These spaces will keep growing and adapting alongside our customers and the communities we open in.
This article featured in October's Furniture News.
