Furniture company sets its sights on Wilmslow with plans for new 'Loaf Shack'


A planning application has been submitted to enable to a furniture showroom to replace a car sales premises.

The Royles Motor Group Plc have applied for a change of use of their premises at 1, Macclesfield Road to a non-food retail store to enable Loaf to open their first showroom outside of London.

Known as 'Loaf Shacks' Loaf's retail stores sell their brand home furniture and fixtures, including beds, sofas, general home furniture, home-office furniture and accessories.

Colin Williams, of The Planning Studio Ltd, said "The Loaf retail company is a relatively new entrant to the high-quality market sector for beds, sofas and home furniture etc, having launched in 2008 under the earlier name of 'The Sleep Room'. The company is one of the UK's fastest growing companies with projected sales turnover in the coming years of £100m. It's expansion out from London into Wilmslow is a fantastic opportunity for the area to be one of the first stores outside of the London and South-East area."

The family-run business, which is based in Notting Hill, wishes to open a retail store close to Wilmslow town centre having chosen the site because of its affluent demographic and good transport links.

A Loaf showroom in Wilmslow is forecasted to acquire 1,400 customers per annum, equating to 4 new customers per day. Due to the nature of their high average order value, Loaf says the expected number of customers is low therefore the potential impact on Wilmslow town from a traffic point of view is therefore considered to be minimal compared to its current use.

The new showroom is expected to employ between 12 and 18 people.

The car parking and servicing areas within the site will remain as present and no external alterations to the building are proposed, at this stage, apart from advertisement signs.

The planning application can be viewed on the Cheshire East Council website by searching for planning reference 17/4960M. The last date for submitting comments is 22nd November and a decision is expected by 15th December.

Loaf, Macclesfield Road, Planning Applications, Royles Motor Group


Here's what readers have had to say so far. Why not add your thoughts below.

Barry Stafford
Wednesday 1st November 2017 at 4:37 pm
Shame Royles,once a great Jaguar dealer.
Simon Worthington
Wednesday 1st November 2017 at 4:45 pm
From the name I was about to order a "bunny chow".
Pete Taylor
Wednesday 1st November 2017 at 4:59 pm
Royles no longer have the Jaguar franchise; presumably without this their premises were no longer viable.
Personally I’m less than overwhelmed with optimism about the new venture, given the history of traders who come and go, thinking that Wilmslow is some sort of Northern Knightsbridge which, thanks to CEC’s mission to wreck the town, it will never be.
CEC seem to be intent on killing the goose which laid the golden egg.
Peter Evans
Wednesday 1st November 2017 at 10:29 pm
Yes, a shame indeed that Royles are vacating. They had seemed to be establishing a good non franchise business. Wish the new folk well, but they will have a challenge. And I can only (very willingly) agree with the comments about CEC (add your own list of negative and inflammatory adjectives)
Howard Sheard
Thursday 2nd November 2017 at 11:24 am
Great , will they make Bara brith. Do they De liver ?