We launched under the name of The Sleep Room at the end of 2008 with one simple aim: to take the hassle and expense out of buying a bed. We were more successful than we ever dreamed.

The natural thing for us to do next was to make things for other rooms in the house. But it seemed strange that we were called The Sleep Room and yet would be selling sofas and kitchen tables. So we decided we would become Loaf. Four letters. Easy to remember. With nice connotations of laid back elegance and schlepping about. All very “Sleep Room”.

Okay, thanks for letting me know