British furniture brand Loaf has announced the opening of its new store in Chelmsford.
The new 5,500sqft Shack (its take on a showroom) officially opened on 30 April 2026. With the addition of Chelmsford, Loaf has 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.
Loaf’s CEO, Sam Perkins, previously said ahead of the opening: “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.”
