As a grocery store having a very specific style, Loft does not put emphasis on its own brand, nor is it keen to develop its own products. They choose a lively and more inclusive product path, independent of style. Loft aims to form a unique “Loft world”, making consumers believe that when they visit this store, it is enough just to buy good quality groceries and maybe discover something new. Loft sells not just products – they aim to sell a lifestyle.
