Image above: Artist’s impression of Loaf at 147 Chiswick High Road
Two applications submitted by the furniture retailer
Furniture retailer Loaf is eyeing the prominent vacant premises briefly occupied by electric bike retailer Fully Charged. At 147 Chiswick High Road, adjacent to the Packhorse and Talbot, the expansive unit is at the centre of two planning applications submitted by Loaf.
The shop chain, known for its range of furniture and homeware, is exploring the prospect of expanding its presence to Chiswick, adding to its existing “Loaf Shacks” in Leeds, Edinburgh, Birmingham, and Battersea.
Established in 2008 under the name The Sleep Room, the brand evolved its focus to sofas and armchairs, backed by significant investment from the founder of Monsoon & Accessorize in 2014.
The proposed alterations to the site include modifications to the shopfront, installation of new signage, and the addition of illuminated displays, as depicted in accompanying computer visualisations submitted with the planning applications.
In response to enquiries, a spokesperson for Loaf revealed that while the site is under consideration for a new store, a final decision regarding its launch is pending.
“This is one of many sites we’ve recently been looking at for a new location, but we haven’t confirmed anything just yet,” the spokesperson said.
The 350.23 square metre unit was for a long time the home of the Sofa Workshop, but financial challenges led to its closure in 2020. Despite efforts to rejuvenate the brand, by March 2022, all but one outlet in the group had been shuttered, including the Chiswick showroom.
Following a period of vacancy, the premises briefly found new life as an e-bike retailer, Fully Charged, in May 2023, but it did not last long.
The prime location, boasting a 61-foot frontage onto the bustling High Road, has been advertised for £150,000 per year.