We've been thinking about our dream sofa for over a year now and had already made a decision on what we wanted. Having spent hours on the website, we decided to visit the showroom in Islington to actually sit on the sofa, check the size and feel the quality of the fabric.
Cate was very helpful and gave us a few options to think about as we checked measurements and confirmed that our choice of sofa would actually fit through an awkwardly sized hallway.
We chose the Brioche sofa as it comes flatpacked, but more than that, it was also the sofa we preferred. So we were very happy.
Once we had confirmed our decision, the purchase took a matter of minutes. Very happy.
Also, the bathroom has La Labo handsoap and handcream; and there were complimentary bottles of water, chocolate bars and sweets - all in all, a very pleasant shopping experience.
These sofas aren't cheap, but we've saved up for years and they're totally worth the wait!

We went into store to order our sofa as we thought it would be easier but the sales assistant didn’t include the correct colour or material, so we have to redo the order and reorder it by email. It’s a bit disappointing as these are key items that should have been confirmed to make the sales process easy.

Excellent customer service today. Pearl was incredibly helpful and patient with us while we picked our new sofa, and showed us some cheaper options for fabric for a foot stool. Ally the manager was warm and friendly while paying. All around a wonderful experience while buying our lovely new loaf sofa!

5* service both times I’ve visited, placed my order tonight! My daughter came with me the first time (4 years old) and she thought it was the best day out! Popcorn in the movie room, testing all the sofas and spoilt with attention!

The staff took time to go through styles, internal make-up of the sofas, fabrics and upkeep, and couldn’t have done anything more to help me, they were fantastic.

Thank you Simon (1st visit) and Nona (2nd visit).

A spacious showroom and really good to actually see the cushions and to be able to sit on a display cushion.
Sample pieces were available too, to be able to see the different colours and to take away if needed.
Excellent Customer Service from the team and so good that a separate area for young children to be able to watch a film on comfy seats and with some popcorn too!
Really pleased with our cushions.

Attentive staff who were able to answer all of my questions (I had loads!). Once they found out a bit more about my preferences, they were really able to assist with my decisions.
Good selection of sofas to look at and sit on in variety of different types of fabrics. Delivery due in 8 weeks and very excited!

I went to Loaf Islington to view a table I’d seen online. I’m so glad I did because I realised that it wasn’t right for us.
I had excellent, non-pressured but helpful service by a member of staff in the Islington shack. He helped me to visualise how we would use a table, and think through which size was right for us. I didn’t order anything that day, but the experience gave me the confidence to place an order a few days later.

We visited the Loaf store in Angel, Islington. We found the customer service to be just as you want it, not invasive but still existent. Geri the customer service agent was very friendly and was there just at the right time that we needed to start engaging with someone. On our sofa shopping journey we have had the two opposites where no one talks to you at all and there’s no willingness to help and the contrary where the staff don’t leave you alone and can be intimidating, so the Loaf experience was very welcomed. The store is well equipped with self-service samples, swatches, measuring tapes and even water bottles, popcorn and chocolate bars. The purchasing process is really laid back, with the staff guiding you through the need to knows, and the quote is provided by email so you can walk away and think about it if that’s what you want. Quotation and payment was seamless and we can’t wait to receive our new gorgeous sofa!

The staff were warm and friendly. The service was great and we didn’t feel rushed!

I spent some time looking around the
shop and staff was very friendly and good knowledgeable

great store

The staffs were very friendly, Sophie looked after me very well, she helped answered my hundred and one questions with a smile.

The shop assistant in Islington was v helpful

I ordered the Double Stripey Wool Rug and the Squishblocks Modular Sofa from Loaf a few months back, and was very disappointed by the quality of the materials, specially due to their price point. The sofa was as comfortable as an Ikea sofa - except Loaf's sofa is £3k and an Ikea sofa goes for ~£500. I frankly don't understand how they justify their prices. The rug (£445) never really lay flat, and it got dusty really fast - plus it looked and felt incredibly cheap, so I don't understand how or why they price it so high. Again, you can get better quality rugs at Ikea for a much lower price point.

Not only are Loaf's stuff super overpriced for the actual quality, but communication with support is super messy. Although Loaf's support agents are lovely and clearly doing the best with what they're given, phone lines are hard to get through and emails keep getting passed through to different agents, meaning you often have to repeat information over and over again.

When I returned my sofa and rug, it took them a month to come pick it up and, when they did come, they didn't have enough space in their van for the sofa, so the delivery company just left and never called me back. Mind you, at that point, I had been waiting on a £3k refund for over a month. I called their delivery company who then forwarded me to Loaf and it was only after crying on the phone that I got a refund, but it still took a few chases to rebook collection. They were supposed to come on the 19th but instead showed up on the 16th without any prior notice. I was lucky that my neighbour was able to let them in as I was in the office at that time.

Loaf has good branding and that's it - what they are actually selling is not worth the price, and given how much you spend with them, they have a terrible support infrastructure. For the brand, I'd say to improve your support software (They use Dixa - which anyone who has worked in support/tech will tell you is horrendous), improve resourcing, and be more realistic with your prices (or make the quality of what your selling match your price).

It was honestly one of the best shopping experiences I have had with kids in tow. Sofas are such a considered and expensive purchase and it was great that they were fully occupied with all the free food/ drinks and the movie theatre and colouring station!

Fantastic knowledgeble sales assistant who guided us amazingly through our purchase.

The assistants were very welcoming and helpful. I went in a few times to make sure I had chosen the right sofa. All the staff were accomodating and informative on all visits

I really love my coffee table, it looks great and it’s beautifully made. The staff were really helpful in store and it was a smooth process.

Incorrect sofa delivered. Next date for delivery is end of January

Nice client service, I went to the showroom in Islington and they have been very helpful to figure out the best way to make my purchase.