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DEPARTMENT store chain John Lewis is to introduce Loaf branded upholstery in selected stores later this summer as it expands its partnership with third-party retail brands.


The collaboration will see three Loaf sofas and two footstools introduced into John Lewis stores in London — at Oxford Street, Sloane Square, Brent Cross and Kingston — as well as further afield in Southampton, Bristol, Reading, Cheadle, High Wycombe and Glasgow.


The tie-up follows earlier decisions to incorporate dedicated zones instore for the US furniture retail brand West Elm and the bed-in-a-box mattress retail startup Simba.


John Lewis upholstery buyer Jo Unsworth said Loaf’s “relaxed style fits perfectly” into the department chain’s upholstery offer and would cement its position as the UK’s “first destination for design led furniture.”


Loaf — formerly called the Sleep Room — trades online and from stores at Battersea and a soon-to-open shop at Notting Hill (see related).


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