Opened in 2015 in London’s Battersea, Loaf’s first retail destination – called the Loaf Shack – has been renovated. With seven showrooms across the UK, the retailer noticed the demand for updating the original retail space to bring it in line with the look, feel and aesthetic of its latest showrooms.
The front windows have been opened up, providing more natural light, while the 8,000 sqft store has introduced tactile materials to match the smartness of the newer showrooms. The reclaimed timber walls have been updated to tongue-and-groove boards, and black and white tiling from Bert & May adorns the walls, giving the space a more contemporary feel.
The signage has also been updated to stay in keeping with the further six showrooms.
A dedicated swatch area has been housed in one of the showroom's seven arches. Customers can now view both large hanging fabrics and smaller swatches in one space, and are encouraged to take away free fabric swatches.
Loaf founder Charlie Marshall comments: “Each of our shacks is like my baby, so I love them all the same! But Battersea was our first one, so we thought it needed a bit of TLC to bring it up to date with our latest ones. I love it just as much as ever - like a good parent, I have no favourites - but I don't mind admitting that it looks the business!”
