Fast-growing lingerie label Lounge targets 100% sales rise

today Jun 20, 2019
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New lingerie brand Lounge has relocated its headquarters with a view to make more than £10 million in sales this year.


Since launching three years ago, Lounge has become a global company generating annual online sales of £5.8 million. Its growth has been supported by a strong social media strategy, with the brand having more than 800,000 followers on Instagram and running campaigns with Instagram influencers Belle Lucia, Kara Jewell and Steph Rayner.

The new 36,741 sq ft headquarters and distribution centre will be located in the Connexion scheme at Blythe Valley Park in Solihull, which is also home to another fast-growing brand: Gymshark.

In addition to selling underwear, Lounge offers swimwear, sportswear and intimates.

“Since the business started in 2016, we’ve rapidly grown year on year, with the help of our great team we plan to increase sales again this year from £5.8M to [over] £10M. The ambition is to become the biggest and best underwear and apparel brand in the world,” said Jack Humphreys, head of operations at Lounge.

“To achieve this ambition, we need people who buy into our ethos and show the same passion as we do, ensuring the customer experience is at the centre of our business at all times. We want Lounge to be a great place to work with a brilliant work culture which people don’t want to leave at 5.00pm and view more as a lifestyle than a job.”

The brand was founded by Daniel Marsden and Melanie Paradise in 2016 and currently employs 27 people at its head office in Bromsgrove.

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