Our Promise
“Creative innovation to maximise our limited time on earth”
We work to create innovative brands and products that bring comfort and value to our customers. Our time on earth is limited so we strive to bring out the best in each other through working hard as one big extended family.
To do this we learn continually, mastering our craft together to maximise each of our unique abilities and talents.
We are guided by a sense of duty to assist, help and improve the lives of others and so together we commit a third of our profits to charitable causes through Loft25 Foundation and this pledge drives us to always give our best to what we do.
New Beginnings
New Beginnings refers to our fresh approach to viewing every challenge as a new start, to seeing each difficulty as an opportunity and to share this mindset of a new start with our customers in order to be part of their new beginnings from a new home to a new phase in their lives thought to a new arrival in their lives.
Our design approach is to continually innovate new products and brands with original creativity that adds value to people’s lives through its changing seasons and phases and initiates a new genesis or new beginning.
Our process of learning also embodies viewing ourselves as new beginners with the humility to explore new areas without preconception by being willing to challenge the status quo.
New beginnings are about being able to pick yourself up and start again and this is applied in the word of our Foundation by working with people who have not had the best start in life but can still begin anew.