Laurence Brick and David Jossel

PHOTOS: Dook | PRODUCTION: Annemarie Meintjes, Klara van Wyngaarden | WORDS: Sarah Buitendach

The year 1994 was a momentous one for South Africa. It was also a defining year for our local decor scene with the opening of Laurence Brick’s and David Jossel’s first Loads of Living store (then called Loads of Linen) in Emmarentia. Their concept – a dedicated emporium selling bedding and other lovely things – came at a time when there wasn’t a comparable shop in the country.

Twelve years on, several stores later and with a product range that covers every corner of the home, Loads of Living is South Africa’s iconic independent lifestyle brand. In the face of fierce competition, it is on the cusp of a fresh new repositioning. The Loads of Living point of differentiation in a market of mass-production follows the international trend for a return to soulful basics that enhance our experience of our homes, objects with longevity that are functional yet beautiful. ‘You’ll find unique pieces that are luxurious and exclusive, but also affordable,’ explains Laurence. In an innovative move, the team has brought on board former decor-magazine editor Cathy O’Clery, as creative brand strategist to develop locally designed and produced homeware bearing the Loads of Living signature of classic-contemporary style. ‘We are developing products with small SA designers, so as to inject an edgy element into our core range.’

In addition, Loads’ stores will become more interactive spaces where customers will be able to find high-end basics at the same time as they are presented with ideas for living. ‘We’ll show you how to set a table for informal dining, or layer a bed with different textures and patterns, all in an accessible way that you can make your own,’ says Laurence. Sounds good to us.

Loads of Living: 0861 56 55 65