Furniture and homeware retailer Loaf has announced the appointment of Theodore Sheppard as the company’s new Chief Commercial Officer.

Responsible for driving sales and growing market share, Theodore will be defining the direction for the brand and devising the company’s sales and marketing strategies.

Leading the Marketing, Creative and Retail teams to put these strategies in place, Theodore will oversee Loaf’s omni-channel presence and roll-out of new Shacks (Loaf showrooms) to ensure the company continues to deliver an exceptional experience for its customers. 

Theodore joins the furniture brand having spent seven years at high-street fashion retailer, River Island.

As Director of International & Business Development, Theodore was responsible for shaping, owning, and driving the international strategy for River Island as well as seeking out, onboarding and commercially driving new partnership opportunities across the business.

Prior to joining River Island, Theodore held positions at Calvin Klein/PVH and Hugo Boss where he was responsible for sales and partnerships.

Charlie Marshall, founder and CEO at Loaf, commented: “I’m thrilled to have Theodore join Loaf. He joins armed with a wealth of experience from his years spent in the fashion industry. We have a lot of exciting plans for the company and I’m excited to work with Theodore as we continue to grow the brand.”

Theodore commences his new role in September 2022, replacing Robert White who has moved on to pursue ‘exciting new adventures’.