Multichannel retailer John Lewis has announced a collaborative partnership with online furniture brand Loaf by introducing five of Loaf’s products into 10 stores across the country.
The official launch is on 1 August 2016, which will see three exclusive sofas and two footstools from Loaf enter John Lewis, the collaboration will feature a choice of 22 fabrics and will be designed by Loaf and handmade in the UK by John Lewis.
The 10 John Lewis stores include Oxford Street, Brent Cross, Peter Jones, High Wycombe, Kingston, Cribbs Causeway, Southampton, Reading, Cheadle and Glasgow. The exclusive offer will also be available on the John Lewis website.
Jo Unsworth, upholstery buyer, John Lewis, 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.”
Charlie Marshall, founder, Loaf, 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.”