Loaf in London
4 showrooms · Mid-High (£££)Est. 2008
Loaf creates relaxed, comfortable sofas with a distinctly laid-back British style. With 12 Shacks (they call them 'Loaf Shacks'), the brand focuses on approachable luxury with quality materials and a fun shopping experience.
Known for: Laid-back luxury
Loaf genuinely made sofa shopping fun, and for that alone they deserve a medal. Their 'Shacks' are brilliant — you actually want to spend time there, which is more than I can say for most furniture shops. The sofas themselves are properly comfy and have real personality. Refreshing bunch.
“Fun showrooms, comfy sofas, real personality”
All 4 Showrooms
Loaf London
London, SW8 3NP
Loaf London
London, W11 1QN
Loaf London
London, W4 2DT
Loaf London
London, N1 2SF
What to Expect at Loaf
- Price Range
- Mid-High (£££)
- Trustpilot Rating
- ★ 4.0 / 5(Positive)
- Sofa Styles
- Relaxed, Contemporary, Country
- Style Focus
- Casual, cozy aesthetic
- Customisation
- medium
- Delivery Time
- 8-10 weeks
- Delivery Cost
- Size-tiered: £3-£35 small-to-biggish; sofas (large) £95 — 2-person team, set-up included
- Delivery Type
- Own vehicles + 3rd-party for peak times
Finance Options
V12 Retail Finance (Secure Trust Bank) 0% APR up to 12 months + PayPal. (Klarna no longer listed.)
Warranty
10-year frame guarantee from delivery date. 1-year guarantee on filling and upholstery. Exclusions: wear/tear, neglect, misuse, water/heat/weather exposure, animal damage, incorrect assembly. In addition to statutory consumer rights.
After-sales: 10-year frame guarantee; all sofas UK-made to order
Returns Policy
14 days from delivery (rest-drive period). NOT free returns: £95 collection fee for sofas, original delivery not refunded. Must show no evidence of use. Faulty items: full refund including delivery. Call 0203 141 8300 within 14 days.
Sustainability
High (some eco-friendly fabrics, packaging)
What Loaf sofas actually cost
5 sofas we recorded from Loaf's public listings on 15 July 2026 during their live sale event.
| Sofa | Price | since last week |
|---|---|---|
| Squishmeister Sofa (from) | £2,195 | holding |
| Smithy Sofa (from) | £2,195 | holding |
| Groover Sofa (from) | £1,895 | holding |
| Queenie Sofa (from) | £1,595 | holding |
| Basecamp Sofa (from) | £2,495 | holding |
“since last week” compares our checks of 11 July 2026 and 15 July 2026 — 3 weekly checks so far, a short record.
Prices observed 15 July 2026 from public listings; not affiliate-driven. They change with sales and configuration — always confirm on Loaf's site. See our price-tracking methodology.
Contact Loaf
- Phone
- 020 3141 8371
- awake@loaf.com
Sofa Shopping in London
Right then, London. Eighty-six showrooms across 34 brands — more sofa shops than most countries can muster, which makes the capital a category of its own rather than a city to be compared. The luxury end is properly stacked: Brompton Road in Knightsbridge alone hosts B&B Italia, Cassina, and Molteni&C within a few hundred yards of each other, with Poltrona Frau and Roche Bobois at Harrods just up the street. King's Road Chelsea is the spiritual home of British luxury sofa-making — George Smith at number 587, Kingcome Sofas on Fulham Road, Timothy Oulton's Bluebird at 350 King's Road, and Heal's Chelsea all within walking distance. Tottenham Court Road handles design-led mid-to-high: Heal's flagship at 196, BoConcept at 158, King Living at 231, Natuzzi Italia at 80, West Elm at 209, Timothy Oulton at 200, and Andrew Martin at 204 all clustered along that one stretch. For volume and value, head out to the retail belts: Brent Cross, Staples Corner, Beckton Triangle, and Wembley Park host the DFS, Dunelm, IKEA, and Natuzzi warehouses. The Westfield centres at White City and Stratford cover the mainstream chains under one roof, which is a blessing for anyone wanting to compare without doing the whole tube system. Chelsea Harbour Design Centre is trade-focused but worth knowing for Andrew Martin and Kingcome's higher-end showings. Practical reality: central showrooms mean Congestion Charge and ULEZ unless you're walking or on the Tube — and parking around the Brompton Road luxury strip is essentially a sport. Weekend Westfield is bedlam, so go Tuesday morning if you can. Budget-wise, the city covers everything from a £400 IKEA KLIPPAN at Hammersmith to a £20,000 Roche Bobois at Harrods. Block out a full day, charge your Oyster, pace yourself.
Browse all sofa showrooms in London →Compare Sofa Brands in London
In London, Loaf is one of 34 sofa brands with showrooms. We rate Loaf 4/5. Here's how it compares:
| Brand | Rating | Price | Showrooms |
|---|---|---|---|
| Loaf | 4/5 | £££ | 4 |
| Andrew Martin | 4/5 | ££££ | 4 |
| Arlo & Jacob | 4/5 | £££ | 2 |
| B&B Italia | 4/5 | £££££ | 1 |
| Barker and Stonehouse | 4/5 | £££ | 1 |
| BoConcept | 4/5 | £££ | 7 |
+ 28 more brands in London. View all →
Frequently Asked Questions
Does Loaf in London offer finance?▼
What warranty does Loaf offer?▼
What is Loaf's return policy?▼
How many Loaf showrooms are in London?▼
Other Loaf Locations
More Brands in London
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ProperSofa is not affiliated with, endorsed by, or sponsored by Loaf. Information sourced from publicly available data, last verified 2026-02-21.