Not a purchase review as sofa decision yet to be made but rather a review of our experience at Loaf Islington and Seren’s impeccable customer care. Without doubt we were the fussy customers that staff... See more
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Simon was incredibly helpful and friendly when we arrived, showing us round the different sofas and helping us figure out what could fit through our narrow hallway! Made the experience of choosing... See more
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Simon was supper helpful and helped me with a very difficult decision regarding which sofa I wanted. He was also very patient with all the last minute changes before finally settling the bill. Can’... See more
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Ordered bed to my new home , but entered my old address for billing finance purposes - loft changed the address for delivery to my billing address. Didn't realise this until I was sent to arrange de... See more
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Company details
- Furniture Store
- Bedroom Furniture Store
- Furniture Accessories
- Home Goods Store
- Living Room Furniture Store
- Sofa Store
About Loaf - Islington
Written by the company
Welcome to our Laid-Back World!
We make ridiculously comfy sofas and beds and lovely laid-back homewares to help people lead happier, more relaxed lives. We're champions of comfort and craftsmanship and use old-school know-how to make our wares. In fact, all our sofas and upholstered beds are made right here in Blighty. We've got a choice of over 150 kicked back colours across nine feel-good fabrics. You can help yourself to free swatches on our website. Don't forget to swing by one of our slowrooms to rest-test our range or give our team of Loafers a call, we're always happy to help.
NEW ARRIVALS SWATCHES SLOWROOMSLoaf
Written by the company
Contact info
53-57 Essex Road, N1 2SZ, London, England, United Kingdom
- 02031418300
4.5
Excellent
78 reviews
Asks customers to review
This company invites their customers to review, whether positive or negative
Replied to 96% of negative reviews
Typically replies within 24 hours
How this company uses Trustpilot
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Really helpful staff
I went to Loaf Islington to view a table I’d seen online. I’m so glad I did because I realised that it wasn’t right for us.
I had excellent, non-pressured but helpful service by a member of staff in the Islington shack. He helped me to visualise how we would use a table, and think through which size was right for us. I didn’t order anything that day, but the experience gave me the confidence to place an order a few days later.
16 January 2026
Reply from Loaf - Islington
Hi Laura,
Thank you for your review.
I’m so pleased your visit to Islington helped you make the right decision and that the team member gave you such helpful, thoughtful guidance.
Keep Loafing on!
Warm regards,
Cynthia
Gorgeous, well equipped stores and lovely service!
We visited the Loaf store in Angel, Islington. We found the customer service to be just as you want it, not invasive but still existent. Geri the customer service agent was very friendly and was there just at the right time that we needed to start engaging with someone. On our sofa shopping journey we have had the two opposites where no one talks to you at all and there’s no willingness to help and the contrary where the staff don’t leave you alone and can be intimidating, so the Loaf experience was very welcomed. The store is well equipped with self-service samples, swatches, measuring tapes and even water bottles, popcorn and chocolate bars. The purchasing process is really laid back, with the staff guiding you through the need to knows, and the quote is provided by email so you can walk away and think about it if that’s what you want. Quotation and payment was seamless and we can’t wait to receive our new gorgeous sofa!
10 January 2026
Reply from Loaf - Islington
Hi Joe.
Thank you so much for your detailed feedback.
We’re thrilled to hear that your experience at the Loaf Angel store hit the perfect balance of friendly, helpful, and never intrusive. Geri sounds like she provided just the right level of support, and it’s wonderful that our self-service tools and little touches, like popcorn and chocolate, added to your visit. We’re glad the purchasing process felt relaxed and seamless, and we hope your new sofa brings you lots of comfort and enjoyment once it arrives.
Warmest Regards,
Paris
The staff were warm and friendly
The staff were warm and friendly. The service was great and we didn’t feel rushed!
3 January 2026
Reply from Loaf - Islington
Hi Sian,
Thank you so much for your review
We’re glad to hear the team struck the right balance between being warm and friendly and giving you space to shop comfortably. we'll be sure to pass on your feedback to the team.
Warm regards,
Cynthia
I spent some time looking around the
I spent some time looking around the
shop and staff was very friendly and good knowledgeable
31 December 2025
Reply from Loaf - Islington
Hi Sabina,
Thank you for your review.
It’s great to hear the team were friendly and knowledgeable while you were looking around the shop.
Warm regards,
Cynthia
Reply from Loaf - Islington
Hi Alexander,
Thank you for your review,
We’re so pleased to hear you had a great experience in store. Thanks for taking the time to share your feedback.
Warm regards,
Cynthia
The staffs were very friendly
The staffs were very friendly, Sophie looked after me very well, she helped answered my hundred and one questions with a smile.
20 December 2025
Reply from Loaf - Islington
Hi Michael,
Thank you for sharing your experience! We’re thrilled to hear that Sophie looked after you so well and handled all your questions with a smile. We’ll be sure to pass on your kind words, she’ll be delighted to hear them!
Warmest Regards,
Paris
Reply from Loaf - Islington
Hi Rashmi,
Thank you for your feedback! We’re really pleased to hear that the shop assistant in our Islington store was very helpful. I’ll be sure to pass this on to the team, they’ll be delighted to hear it.
Warmest Regards,
Paris
Quality doesn't match the price, and support communication is inefficient.
I ordered the Double Stripey Wool Rug and the Squishblocks Modular Sofa from Loaf a few months back, and was very disappointed by the quality of the materials, specially due to their price point. The sofa was as comfortable as an Ikea sofa - except Loaf's sofa is £3k and an Ikea sofa goes for ~£500. I frankly don't understand how they justify their prices. The rug (£445) never really lay flat, and it got dusty really fast - plus it looked and felt incredibly cheap, so I don't understand how or why they price it so high. Again, you can get better quality rugs at Ikea for a much lower price point.
Not only are Loaf's stuff super overpriced for the actual quality, but communication with support is super messy. Although Loaf's support agents are lovely and clearly doing the best with what they're given, phone lines are hard to get through and emails keep getting passed through to different agents, meaning you often have to repeat information over and over again.
When I returned my sofa and rug, it took them a month to come pick it up and, when they did come, they didn't have enough space in their van for the sofa, so the delivery company just left and never called me back. Mind you, at that point, I had been waiting on a £3k refund for over a month. I called their delivery company who then forwarded me to Loaf and it was only after crying on the phone that I got a refund, but it still took a few chases to rebook collection. They were supposed to come on the 19th but instead showed up on the 16th without any prior notice. I was lucky that my neighbour was able to let them in as I was in the office at that time.
Loaf has good branding and that's it - what they are actually selling is not worth the price, and given how much you spend with them, they have a terrible support infrastructure. For the brand, I'd say to improve your support software (They use Dixa - which anyone who has worked in support/tech will tell you is horrendous), improve resourcing, and be more realistic with your prices (or make the quality of what your selling match your price).
16 December 2025
Unprompted review
Reply from Loaf - Islington
Hi Samara
Thank you for your review,
I’m really sorry about your experience and how disappointing this has been shopping with us. This is not the level of quality or service we aim to provide, and I'm sorry that we let you down
We've now requested more information via Trustpilot, if you can reply back to the information request so that we can get this sorted for you.
Warm regards,
Cynthia
Total family experience
It was honestly one of the best shopping experiences I have had with kids in tow. Sofas are such a considered and expensive purchase and it was great that they were fully occupied with all the free food/ drinks and the movie theatre and colouring station!
14 December 2025
Reply from Loaf - Islington
Hi Natasha,
Thank you so much for taking the time to share this wonderful feedback.
I understand that choosing a sofa is a big and important decision, especially with kids. So it’s lovely to hear that the experience felt relaxed and enjoyable for you. I’m really glad the children were able to stay happily occupied with the food, drinks, movie theatre, and colouring station while you had the time and space to properly explore your options. Creating a welcoming, family friendly environment is something we truly care about and it means a lot to know it made a difference to your visit.
We hope you enjoy your new sofa for many years to come.
Kind regards,
Manny.
Fantastic knowledgeble sales assistant…
Fantastic knowledgeble sales assistant who guided us amazingly through our purchase.
12 December 2025
Reply from Loaf - Islington
Hi Lesley,
Thank you for your kind words! We’re so pleased to hear our knowledgeable sales assistant made your purchase experience so smooth and enjoyable.
Kind Regards,
Paris
The assistants were very welcoming and…
The assistants were very welcoming and helpful. I went in a few times to make sure I had chosen the right sofa. All the staff were accomodating and informative on all visits
12 December 2025
Reply from Loaf - Islington
Hi Steven,
Thank you for your kind feedback!
We’re really pleased our team made you feel welcome and supported on every visit. We’re glad we could help you feel confident in choosing the right sofa.
Warmest Regards,
Paris
I really love my coffee table
I really love my coffee table, it looks great and it’s beautifully made. The staff were really helpful in store and it was a smooth process.
20 July 2025
Reply from Loaf - Islington
Hi James,
Thank you so much for taking the time to share your experience!
I’m delighted to hear how much you’re loving your new coffee table. It’s great to know that the craftsmanship and style hit the mark for you. We put a lot of care into our pieces, so hearing that it looks beautiful in your home truly means a lot.
I’m also really glad to hear that our Shack team made everything easy and enjoyable. Providing helpful, friendly service is something we’re passionate about and it’s wonderful to know it made a difference in your visit.
Warm regards
Manny.
Incorrect sofa delivered
Incorrect sofa delivered. Next date for delivery is end of January
15 November 2025
Reply from Loaf - Islington
Hi Wendy,
Thank you for your feedback.
I completely understand how disappointing it must have been to receive the wrong configuration, especially after requesting the flat-packed version.
Your original order was placed on 08/10/25, at a time when that sofa was only available in the flat-packed option. Since then, we’ve introduced both flat-packed and standard versions. However, because the product name did not change when the options were updated, this led to your sofa being produced as the standard version rather than the flat-packed one.
I can see a colleague has already explained that our suppliers are operating at full capacity, so we’re unfortunately unable to expedite any replacement orders before Christmas. The current lead time remains January.
Please rest assured that if anything changes, we will update you right away. We’re very sorry for the error that occurred and the inconvenience caused.
Kind regards,
Paris
Good Client service!
Nice client service, I went to the showroom in Islington and they have been very helpful to figure out the best way to make my purchase.
2 November 2025
Reply from Loaf - Islington
Hi Maria,
Thank you so much for taking the time to share your experience!
I’m thrilled to hear that our team at the Islington Shack was able to help you find the best way to complete your purchase. Providing attentive and personalised service is very important to us and it’s wonderful to know that it made a difference.
I truly appreciate your visit and hope you’re delighted with your new purchase.
Kind regards
Manny.
Great shopping experience at the Islington loaf branch
Went into Islington loaf branch & the staff were super helpful. They really helped me to make the right choice of fabric for the sofa
1 November 2025
Reply from Loaf - Islington
Hi Joanna,
Thank you so much for your lovely feedback! We’re so glad our Islington team could help you find the perfect fabric for your sofa.
Kind Regards,
Paris
Delivery: Ben and his colleague were great
Ben and his colleague were great. Super friendly and helpful, went out of their way to sort out an issue with my old loaf bed as well as delivering my new sofa. They made sure to take great care and were lovely people.
28 October 2025
Unprompted review
Reply from Loaf - Islington
Hi Mia,
Thank you so much for taking the time to leave this lovely feedback!
I’m delighted to hear that Ben and his colleague made such a positive impression and went the extra mile to help with your old bed as well as your new sofa delivery. I’ll be sure to pass along your feedback to them, they’ll be thrilled to know their efforts were appreciated.
Enjoy your new sofa!
Warm regards,
Manny.
Very helpful
Very helpful, friendly, and knowledgeable staff. They have a good range of sofas and tables in store to browse.
10 September 2025
Reply from Loaf - Islington
Hi Isabel,
Thanks so much for your lovely review!
We’re so pleased to hear you enjoyed your visit and found our team helpful and friendly. It’s great to know you liked the range of sofas and tables on show too. We’ll be sure to share your kind words with the team, they’ll be chuffed!
Warmest Regards,
Paris
Helpful and competent sales team
Welcoming, helpful & informed sales team. Competently answered all our questions about furniture construction and durability and the vast range of fabrics. Ordered two upholstered chairs.
6 October 2025
Reply from Loaf - Islington
Hi Sue,
Thank you so much for your review.
We’re absolutely delighted to hear that you had such a positive and enjoyable experience on your visit.
It’s wonderful to know their knowledge, friendliness, helped you made a perfect choice we’ll be sure to pass along your kind words to them.
Warm regards,
Cynthia
Footstool purchase
Friendly, professional and efficient customer service. Great experience - would highly recommend anyone to visit the showroom
11 October 2025
Reply from Loaf - Islington
Hi Michael,
Thank you for shopping with Loaf!
I’m thrilled to hear you had a great experience and found our customer service friendly, professional, and efficient. Your recommendation means a lot to us.
We look forward to welcoming you back to the Shack anytime!
Kind regards,
Manny.
Reply from Loaf - Islington
Hi Jacqueline,
Thank you for taking the time to leave us a review,
We are delighted to hear that your had a n excellent sales experience at our shack,
we hope your new sofa adds the perfect luxury to your home.
Warm regards
Cynthia
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