Dawdler Sofa

Founded in 2008, Loaf are a beloved brand dedicated to creating laid-back and comfortable furniture for a relaxed living experience that exude comfort and quality.

From Beds to Diverse Furniture

Loaf is a popular British furniture store that started as "The Sleep Room" by Charlie Marshall in 2008. Charlie used money from selling his old business and his savings to start it.

At first, they just sold beds, with Charlie researching 187 mattress and bed factories to ensure only the best products. But by 2012, they began selling other furniture like sofas, chairs, and lights, which led to its rebranding as "Loaf."

Their growth was so impressive that by 2013, they ranked 40th on the Sunday Times Fast Track 100, becoming the 3rd fastest growing retailer in the UK.

Sustainability and Ethical Approach

Loaf's commitment to the environment and ethical practices is evident in their efforts to ensure sustainable sourcing. They aim for all their materials to be responsibly sourced or derived from recycled materials by 2025.

For instance, the timber in their sofa frames comes from responsibly managed forests. Additionally, they're working towards reducing their carbon emissions, improving packaging to be 100% recyclable, and respecting animal welfare.

Notably, their wool will be certified to the Responsible Wool Standard by 2023. Loaf also ensures that all their employees, or 'Loafers,' are paid at least the 'real' Living Wage.

Locations and Community Engagement

Presently, Loaf boasts ten showrooms, uniquely referred to as 'slowrooms,' mainly around London. Beyond just business, they're active in community engagement.

They have partnered with St Mungo's, a leading UK charity, aiming to spend 10,000 hours over the next three years volunteering and raising funds to combat homelessness.