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furniture | home decor | kitchen essentials | bathroom essentials | bedroom essentials

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One of the country’s leading retailers of premium homeware.

Loads of Living is an independent South African retailer specialising in homeware. The concept for the store was developed by founders Laurence Brick and David Jossel in 1994. The first store was located in Emmarentia, Johannesburg, and was originally called Loads of Linen. At the time of its launch, the store was a novel concept in South Africa, with its range of luxury Egyptian cotton linen of 200 to 1,000 thread count – a product category that still features prominently in every store today. As the company grew, the retailer quickly gained a reputation for stocking premium bedding, linen, decor items, and curtains made from high-quality fabrics. The company’s products are supplied by local designers and some are developed in creative partnerships and branded with the store’s name. Today, Loads of Living has become one of the most respected brands in the local home decor market, despite its conservative approach to expansion.

There are currently 14 stores in Johannesburg, Cape Town, Durban, and Nelspruit. The stores are found in upscale malls around the country and offer an immersive shopping experience with the purpose of inspiring customers. The products are displayed in a way that gives shoppers an idea of what the contemporary and elegant products would look like in their homes. A new flagship store that opened in the Mall of Africa in 2016 features a carefully curated product range, with selected items being found in that store and nowhere else. Loads of Living doesn’t have an online store; however, a few of the company’s products are available on Takealot’s e-commerce store. The retailer offers a special loyalty program targeted to interior decorators, which allows this group of customers to earn discounts for spending between R20,000 and R100,000 per year in Loads of Living stores.

Loads of Living develops their range of linen around 12 core colours that are retained in the business for a minimum of 3 years so that customers can easily find replacement items if they need them.