Lounge to launch first permanent physical store
Lounge is to enter bricks-and-mortar retail with the opening a permanent store at Westfield White City.
The move follows the success of the lingerie brand’s pop-up shops in London, Manchester, Birmingham and Berlin.
Lounge founder and chief executive Dan Marsden said: “Going into physical retail was always part of the game plan for Lounge. There was a question mark over this once Covid hit but interestingly the demand for in real-life experiences and shopping has come back stronger than ever; especially within our world of underwear, the need for our customer to want to touch, feel and try on product is essential and our pop-ups have only cemented this fact.”
In a release, Lounge said the new store will have an aspirational, modern and welcoming feel and will provide a high-end shopping experience to customers. This will include the offer of fitting, size and style advice where customers can choose to be fitted by a Lounge Fit expert or independently with guided advice available in the fitting room.
The shop will stock an extensive size range of styles across the categories of underwear, intimates, apparel, sleep and swim in sizes up to 40G/3XL.
Lounge co founder Mel Marsden said: “Building personal connections with our community is key for us as a brand, we don’t want to be a retailer that simply sells underwear and apparel. We strive to be a brand that our Loungers can connect with and come to us for the experience, not just the transaction.”
