British furniture brand Loaf has confirmed the opening of a new store in Chelmsford.
The new 5,500sqft Shack (its take on a showroom) opens on 30 April 2026. With the addition of Chelmsford, Loaf will have 12 Shacks across the UK, continuing to expand its bricks-and-mortar presence.
The opening reflects a wider shift in retail, as brands move away from transactional showrooms towards spaces designed for slowing down and spending time.
Chelmsford, one of the UK’s fastest-growing commuter cities, was chosen for its growing base of design-conscious homeowners and young families, strong residential development, and direct access to London, making it a natural next step for Loaf’s expanding Shack network.
Situated on Springfield Road, just a short walk from Chelmsford train station and a stone’s throw from retail and hospitality spots such as Everyman, Mint Velvet and Gail’s, the new Shack offers a welcoming space for customers to slow down and properly experience the brand.
The store has been designed by Loaf’s in-house team in collaboration with design studio Studio Jill. Following their work on previous Shack openings, including Chiswick (Summer 2024) and Islington (Summer 2025), Studio Jill continues to play a key role in elevating the look, feel and overall experience, while staying true to Loaf’s unique character.
Designed to showcase Loaf’s full collection, the Shack will feature its snooze-inducing sofas and beds, alongside handwoven rugs, tables, lighting and more. Chelmsford will also feature a number of experiential spaces that go beyond traditional retail, designed to fully immerse customers in the Loaf world.
The Shack will house Loaf’s third Movie Lounge, complete with a curated line-up of British, family-friendly films and free popcorn. To celebrate the opening over the bank holiday weekend, customers will receive a complimentary goodie bag worth over £100 with a purchase (while stocks last) and can also enjoy complimentary Nyetimber while browsing.
Loaf’s CEO, Sam Perkins, says: “Chelmsford is an incredibly exciting opening for Loaf as we continue to expand our Shack network across the UK and redefine what the furniture shopping experience can be. Our Movie Lounge has quickly become a staple in our newer spaces, and with Chelmsford we’ve gone even further – introducing the Reading Nook and Pantry to create a space people genuinely want to spend time in.
“We’re not interested in traditional showrooms. People don’t live like that at home, so why would they shop like that? Our Shacks are designed to be lived in – spaces where the whole family can properly relax, switch off and experience our furniture as it’s intended. Chelmsford brings that vision to life in a bigger and better way.”
