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Ecommerce furniture retailer Loaf is planning to open a showroom at a former furniture store in London’s emerging SW8 postcode.


The predominantly online retailer is planning to open a 7,500 sqft space — called a ‘Loaf Shack’ — in London's fast-developing Battersea area.


The new showroom will open in the autumn, Loaf said. It hasn’t disclosed the precise location, but the Furnishing Report understands it wants to open in the former Battersea Furniture City store at 255–259 Queenstown Road.


Battersea will be Loaf’s second showroom, with the company already open to the public seven days a week at its Notting Hill site on London’s Exmoor Street.


The majority of its circa £22.5m sales are generated online.