John Lewis has collaborated with leading UK furniture company Loaf to introduce three exclusive sofas and two footstools.
Launching on August 1 and available in a choice of 22 fabrics (11 in brushed cotton and 11 in a spill-resistant velvet), the new designs are based on the ‘classic laid-back’ Loaf look and are available in a curated palette of Loaf’s best sellers.
Designed by Loaf and hand-made in the UK by John Lewis, the new collection is designed to appeal to customers looking for a more relaxed style.
Jo Unsworth, upholstery buyer of the department store group, said: “This exclusive collaboration with Loaf is a really exciting development for John Lewis.
“Its relaxed style fits perfectly into our upholstered product range, offering our customers even more choice and underlining John Lewis’ position as the first destination for design-led furniture in the UK.”
Loaf founder Charlie Marshall added: “Both the Loaf and John Lewis customer expects fantastic quality and a customer experience that knocks their socks off.
“So when we were asked to design an exclusive collection in our usual laid-back, comfy style, we jumped at the opportunity. Having launched Loaf seven and a half years ago, we’re excited to now share our Loaf-y wares across the UK.”
Loaf will be sold in 10 John Lewis stores and online at www.johnlewis.com.
John Lewis recently announced ambitions to grow its own brand Home business to £1bn of annual revenue by 2020. The business recently launched exclusive collaborations with two other external brands: US home furnishings retailer West Elm, and a cookware collection from ‘naturally fast food’ restaurant chain LEON.
The new exclusive collection includes the Doodler sofa by Loaf at John Lewis from £1,349