Loaf Expands London Presence with New Chiswick Shack

Exciting news for fans of comfy sofas and stylish homewares: Loaf is expanding its London footprint with a brand-new Shack opening in Chiswick this summer! This will be the 11th Shack for the much-loved British brand and the fourth in London, bringing even more cosy vibes to the capital.

Located on Chiswick High Road, the new Shack is in good company, surrounded by popular spots like Gail’s, Borough Kitchen, Jigsaw, and High Road House, part of the Soho House family. With 3,500 square feet of space, there’s plenty of room to showcase all the things that make Loaf so special.

The Chiswick Shack is being brought to life by Loaf’s in-house team, with a little help from Studio Jill—a design studio that helped create the brand’s last Shack near Leeds. Together, they’re aiming to make this new store a place where you’ll want to hang out, not just shop. Expect the same Loafy character, but with a fresh twist to make the experience even more delightful.

Inside, you’ll find all your Loaf favorites—think dreamy sofas, beds, and beautiful cabinetry—along with a dedicated homewares section to inspire your inner interior designer. But it’s not just about shopping; Loaf is making sure the new Shack is a fun place for the whole family. There’s a bespoke kid’s ‘play table’ to keep the little ones entertained, and for a truly cosy experience, you can enjoy a cup of hot chocolate by the fireplace. And yes, dogs are very much welcome! In fact, they’ll even have their own spot to relax with Loaf’s new range of Woofins dog beds.

Loaf’s CEO, Sam Perkins, is thrilled about the new opening: “Adding more Shacks gives us a great chance to connect with our London customers, and Chiswick is the perfect place for our next adventure. We’ve created a warm, welcoming space with wood finishes, cosy textures, and all those little joyful touches our Loafers know and love. We can’t wait to welcome everyone through the doors soon!”

So, if you’re in the area, pop by the new Chiswick Shack for a browse, a hot chocolate, and maybe even a new sofa or two. It’s set to be a place where you’ll feel right at home.

For more details, visit www.loaf.com