Introducing Lounge, the new underwear and apparel brand that is revolutionising millenials’ lingerie drawers. Promising to provide “comfort made sexy” across its range of underwear and super soft casual separates in monochrome colours, Lounge has quickly become the underwear brand of the moment after launching in 2016. The brand has grown from a young couple’s dream in their living room to a fast-growing company on a mission to revolutionise the underwear and apparel industry.
Setting out with a budget of just £1000, the founders were passionate about creating a new and exciting brand that would be instantly recognisable, easy to ship and have the legs to become something big. At the end of year one the brand’s turnover was £850k, and Lounge has now smashed its target for year three, reporting a total turnover of £5.8m. Recognising the power of Instagram, the founders knew that their initial brand strategy would be to identify and gift key micro influencers that would be happy to promote a new and emerging brand. This marked the initial steps of Lounge growing into an Insta-famous brand, which now has a combined following of over 1 million.
Lounge Underwear has since outgrown the ‘at home’ office, expanded their warehouse 4 times to allow for the future scaling of the business and the team has also expanded to 23 young individuals with further recruitment planned. With a vision to become the ‘biggest underwear brand in the world’ this emerging brand is certainly one to watch.
