Reviewed the sofa at the St Albans showroom but I love the way you are left to have a good look around and try things out etc, plenty of people on hand if you need help but without being harassed while you’re browsing. Easy to order online and finance option was easy to navigate also

Great service at St Albans, very personalised. We ordered on the phone which was an easy transaction. Its nice to come across a company that actually answer the phone by a human rather than automated- bit like the company i work for! Oh and we love our rug, bargain as it was in the sale !

Siri
Was attentive and knowledgeable
Her care and attention convinced us to purchase from loaf.
Thank you

The staff were very helpful. The initial member of staff gave us the information we needed in order to browse through the range of sofas, in our own time, and make an informed choice. There was a thorough range of options to choose from. The second member of staff helped us to make sure we were selecting the right size and configuration for our available space and then completed the order for us. We never felt pressured and enjoyed the experience.

Very relaxed shopping experience. Friendly greeting from Ellen who was highly knowledgeable and helpful while giving us plenty of space to make up our minds.

Great range of sofas and we found the one we’d been looking for after many visits to others places.

Having the big fabric samples of all the colours was very helpful too.

Loaf sofas are beautiful and the showroom staff are very helpful. But the aftersales service is poor. My first pair of Dixie sofas (a 3 and a 4 seater arrived after 9 months from date of order (btw, the lounge is by now expensively decorated to match the sofas) but on one the fabric was torn on the back of the sofa. Loaf offered to replace. After 8 weeks another sofa arrives, unbelievably torn in exactly the same place 🤷. Sofa can't replace, the fabric has run out. They offered to replace again with a different colour, I declined. They did offer a discount.
Now three years later the arms are wearing noticeably, I have no pets or children, Despite a £400 professional specialist clean, at my expense, they are starting to look shabby.
Loaf response, "sorry they are 3 years old now, nothing we can do. We do not offer a refurb service anymore"
My conclusion
Use your loaf before you buy.

Really easy to use and spread the payment option was amazing

Helpful staff who added value to help make the right decision regarding sofa and fabric choices.

Love the style and quality of the sofas. Hopefully I’ll love the comfort when I get my sofa. Popped into your St Albans Shack and that is when I decided to go ahead and buy a Cuddlemuffin sofa.

Loaf is a comfortable place to visit and the staff made us welcome and were very helpful and went out of their way to get information , samples and to help with placing the order

Loaf St. Albans is exceptional ~ looked at so many sofas but have finally decided we can’t resist the cuddlemuffin corner sofa, chenille in ‘teal sopping seagrass’ & will order soon - Ellen was very helpful as we could not get the colour choice right for our room but she showed us the perfect shade for our decor, no pressurised selling either & lovely atmosphere in store. 👍

Very friendly and helpful staff in the branch we visited. Easy ordering process and dealt with our request to add another item to our order and have it all delivered on the same day quickly and efficiently.

Very helpful and polite sales staff.

Unbelievable incompetence placing a simple order. I opted for finance, applied and deposit taken from my account. I subsequently realised finance numbers were wrong as Loaf failed to do basic maths when applying the discount.

It has taken numerous calls to Loaf and their finance partner V12 Finance to try to get this resolved with still no solution, Loaf say they cancelled the agreement, V12 say they have not received instructions to cancel meanwhile they have my money and sofa order cancelled.

A week later no resolution and stuck in cycle of calling/emailing each company to get this resolved. I hope someone in Loaf senior management reads this and can fix this and address internal processes dealing with simple issues like this!

Extremely disappointing experience !!

Very helpful. Lovely showroom. Enjoyed choosing our new sofas in Loaf St Albans. Can’t wait to see them.

This company is shockingly bad.
After spending over £3500 on a sofa bed, the mattress needed replacing due to such poor quality. They would not assist me. The customer service team are not helpful, very robotic.

Ellen made the whole experience effortless

I can’t recommend Loaf highly enough, and a huge part of that is down to Ellen. From the moment I walked in, she was attentive, friendly, and incredibly patient. She took her time walking me through the different sofas, talking me through the choices, fabrics, and colours without ever making me feel rushed.

What really stood out was how genuinely welcoming she was — she made me feel completely at home and turned what could have been an overwhelming decision into something relaxed and enjoyable. She clearly knows the products inside out and was happy to answer all my questions.

The store itself is beautiful too — well laid out, with a fantastic range of choices that cater to all different tastes and styles. Browsing it felt like a pleasure rather than a chore.

Overall, an outstanding experience from start to finish. If you’re thinking of visiting Loaf, ask for Ellen. You won’t be disappointed!

The whole experience was fabulous. The showroom is so lovely with water and snacks, the staff were attentive making sure you knew they were there but giving you space to look and not feel rushed or crowded. We did a lot of loafing! We were served by Siri to purchase our sofas and she couldn’t have been more helpful. We wouldn’t hesitate to recommend them.

Very knowledgeable and friendly staff didn’t feel pressured