Loaf – D2C Ranking & Growth Metrics
British sofas, beds and furniture for the home.
Last updated · August 2026 edition · method v1.2
Loaf ranks #70 of 312 D2C brands in the August 2026 edition and #25 of 121 in Home, up 7 places on last month. We estimate Loaf's revenue is flat year on year (low confidence). Branded search is steady over the past year. Among home brands selling sofas and beds, its closest competitor is Albany Park (#164).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, low confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Loaf is today: #70 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Loaf's revenue growing?
We estimate Loaf's revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Loaf growing?
Loaf's Momentum score is 50.1, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months, and growing over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #71 to #70 overall. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Loaf
Loaf is a British home furniture retailer selling sofas, beds, mattresses and homewares through its own website and a network of showrooms it calls 'Shacks'. The range covers living room and bedroom furniture, including modular and corner sofas, upholstered and wooden beds, mattresses and headboards, as well as tables, chairs, storage furniture, lighting, rugs and bed linen. Customers can order free fabric swatches, take a sofa quiz or book a showroom visit before buying, and sofas are described as being built by teams in Long Eaton.
Loaf branded search volume
How often people search for Loaf by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady; the last three months, compared with the same months a year earlier, are growing. Demand is fairly steady through the year.
Loaf's audience, products and channels
Social audience
- Instagram loafhome 494,171
- TikTok loaf_home 1,751
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Canada and France.
Ecommerce stack
- SearchAlgolia
Tools detected on loaf.com; detection covers common apps and may miss some.
Loaf competitors
The home brands closest to Loaf: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Direct-to-consumer sofas, sectionals and armchairs made to order
Sofas and sofa beds delivered boxed for quick home assembly.
British-made leather and fabric sofas, sofa beds, and beds for the home.
Custom-made sofas, sectionals and upholstered furniture built to order in the USA.
British direct-to-consumer mattresses, beds and bedding brand.
Loaf vs Albany Park
Loaf leads on both size and growth: Scale 54.8 against 42.6, and Momentum 50 against 31. See Albany Park's page.
| August 2026 | Loaf | Albany Park |
|---|---|---|
| Overall rank | #70 | #164 |
| Home rank | #25 | #56 |
| Scale (size) | 54.8 | 42.6 |
| Momentum (growth) | 50.1 | 30.8 |
| Branded search | 48 | 35 |
| Site traffic | 51 | 40 |
| Social audience | 67 | 55 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Loaf: common questions
What does Loaf sell?
British sofas, beds and furniture for the home. Known for: Sofas, Beds & mattresses, Headboards, Storage furniture and Lighting & rugs.
Where is Loaf from?
Loaf is based in London, United Kingdom.
Where can you buy Loaf?
Loaf sells through its own online store and selected retailers. Its online store is at loaf.com.
Is Loaf's revenue growing?
We estimate Loaf's revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Loaf's competitors?
Loaf's closest competitors in the Home category are Albany Park, Swyft, Darlings of Chelsea and BenchMade Modern.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.