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Lounge Underwear to launch first permanent physical store after pop-up success

Lounge Underwear has unveiled plans to launch its first bricks-and-mortar store Westfield White City.

The new store follows the success of the lingerie brand’s pop-up shops in London, Manchester, Birmingham and Berlin.

According to the retailer, the new store aims to rewrite the stereotypes when it comes to shopping for lingerie and will stock an extensive size range of styles across the categories of underwear, intimates, apparel, sleep and swim in sizes up to 40G/3XL, and even offering next day delivery to the store, free of charge.

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Going into physical retail was always part of the game plan for Lounge,” Lounge founder and CEO Dan Marsden said.

“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.”

Lounge co-founder Mel Marsden added: “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.”

The news follows Dan and Melanie Marsden being were named in the new edition of The Sunday Times 35 under 35 Rich List.

The pair, who were ranked 12th on the list, with a reported net worth of £151 million.

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The Growth 3000 list illustrates the breadth of the retail businesses that serve shoppers across the continent, including the 32 markets of the European Union, European Economic Area plus the UK and Switzerland.

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