Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Lounge Underwear is an underwear brand who started in 2015. The brand and headquarter is based in Soli, England. The brand is inspired by real women and real moments. This means that its mission is to deliver comfort-made sexy: underwear that looks just as good as it feels. The brand identifies itself as being young, bold, and inspiring. This is all possible due to the incredibly talented and fast-growing team.
The founder & CEO
Daniel and Melanie Marsden are the founders of Lounge Underwear and husband and wife. When Daniel Marsden was younger, he skipped university and started working. Daniel Marsden first founded a fishing tackle business when he was just 18 and used this company as the blue-print for Lounge.
He is very passionate about Lounge and together with his entrepreneurial intuition he founded the brand. The couple has had no problem getting their products in front of the right people. From their launch on, the founding couple relied solely on influencers for their marketing strategy, which was around the time that influences because the key proponents in the social media industry. Nowadays, the couple still live normal lives and don’t live on a tropical island in the middle of nowhere. They have kept their lives practically the same since they started with the brand and are proud of that as well.
Why lounge?
Naming the company Lounge was also a good decision, said the couple. There was already a growing demand for loungewear and leisurewear forecasted for the upcoming years. This made marketing their products much easier and flawless. At the time, layering cozy sweats and delicate lace intimates together was very on-trend and everyone wanted to contribute.
It’s Business Model
The way Lounge was built was through a backward model. When they started they had the perfect marketing strategy on social media to guide how they could get their product in front of people. Lounge uses organic engagement with its influencer campaigns to lead the way. For example, if the company works with a British influencer, and identifies that the French followers engage a lot of their posts or product, they use this as a benchmark to approach this market next.
They will then start to design a personalized and localized store in the area of their choice. For example, provide the same language-speaking staff, better shipping options, and the corresponding currency. This strategy will provide seamless integration of the store in the new country and give the customer the appearance of a natural occurrence. The company is currently operating in 11 international markets and experienced its first million-pound hour in 2020. They have expanded themselves from intimates and underwear to leisure and swimwear apparel.
Sustainable loungewear
Today, Lounge is both enjoyable and sustainable. Their products are made from 100% carbon-neutral materials and they strive to make their products as sustainable as possible. Such as creating apparel from Bamboo. The brand has been conscious about not getting themselves into a rut by running from sale to sale which a lot of brands tend to do. They try to detach themselves from fast fashion and create more waste than they should.
