I've recently bought a three-seater Isla Sofa from Sofa.com Design-wise it's is a nice-cross between modern and classic. Comfy enough for TV dinners, but smart enough for grown-up drinks. V Pleased
I also looked at Loaf, but I'd say Sofa.com has got more of an eye when it comes to fabric. Plenty of eye-popping raspberry velvets, but also play-it-safe neutrals.There was a special offer on designer fabric at the time. I went for Colefax and Fowler...in a safe grey!
The delivery service was fantastic -- the delivery men made a great effort not to scratch any paintwork, and were v. friendly and polite. You can choose the finish of the sofa legs (oak, birch, metallic etc) which is a nice touch.
I'd say there was more choice of design at Sofa.com than at Loaf -- from modern everyday, to trad Chesterfields to retro pieces. Quality seems as good as John Lewis.
Hope that helps! Think from time-to-time they have special discounts on some products, might be worth looking out for...