British furniture brand Loaf is expanding its London presence with its eleventh Shack (its take on a showroom) in Chiswick, London, for Summer 2024.

Situated on Chiswick High Road and a stone’s throw from retail and hospitality spots such as Gail’s, Borough Kitchen, Jigsaw and High Road House (part of the Soho House family), the fourth London addition will help customers escape the hustle of the city and enjoy the slower pace of life (it’s a slowroom, not a showroom!).

This 3,500sqft high-street store is being designed by Loaf’s in-house team alongside design studio, Studio Jill. Playing a key role in conceptualising Loaf’s last Shack opening at Redbrick, near Leeds, Studio Jill will be involved in elevating the look, feel and experience of the new Shack while maintaining Loaf’s identifiable character. Bringing Loaf’s ethos of comfort to the forefront, this will be a warm and inviting hang out where customers can put their feet up and ease off the throttle.

With plenty of Loaf’s signature sofas, beds and cabinetry on show, as well as a dedicated area to shop Loaf’s range of homewares, the Shack will house many of Loaf’s family-friendly additions. A bespoke kid’s ‘play table’ will keep little Loafers entertained, while hot chocolate will be served with a fireplace nearby so that customers can kick back and get comfy on any one of Loaf’s sofas. Dogs are also welcome and can rest-drive Loaf’s new range of Woofins dog beds, whilst munching on a treat or two.

Loaf’s CEO, Sam Perkins, says: “Increasing our number of Shacks presents an exciting opportunity for us to reach more of our core London audience, and Chiswick is the perfect destination for our next showroom. Customers can expect to experience a warming environment through wood finishes, lighting and cosy textures and plenty of joyful touches that our Loafers know and love. We look forward to opening the doors soon!”