Underwear brand to open first Liverpool store

Fast-growing British underwear brand Lounge is to open a 4,000 sq ft pop-up store in Liverpool with the possibility of a permanent outlet. Tony McDonough reports

Underwear brand Lounge is opening a pop-up store at Liverpool ONE


Underwear brand Lounge will open the latest in a series of pop-up stores in Liverpool before Christmas.

Lounge will start trading from a 4,000 sq ft unit in South John Street in Liverpool ONE in early December. It is the latest in a number of pop-ups for the brand and the first time it has come to Liverpool.

Founded in 2015 by married couple Mel and Dan Marsden, Lounge has been mainly an ecommerce brand until now. In the last few weeks it has opened its first permanent store in West London.

It has set its sights on opening a further seven locations during the next 12 months and the Liverpool pop-up puts the city on its radar and will give it an opportunity to gauge local demand.

This new Liverpool store will promote its Comfort Made Sexy tagline and feature its latest collections of lingerie, cosy loungewear, and comfortable nightwear.

Fully trained Lounge ‘fit experts’ will be on hand to advise on fit and style, and a selection of stocking fillers will be on offer to align with the festive timing of the launch.

Mel Marsden said: “As Lounge continues to expand into physical retail, we have been seeking locations that not only have high footfall numbers, but also align with our dedication to providing the ultimate customer experience.

“Liverpool ONE’s core visitor-centred values and loyal consumer base made it the ideal home. We look forward to opening our doors in December and introducing Liverpool to our luxurious city debut.”


Underwear brand Lounge was founded in 2015 and is now opening physical outlets


This latest announcement follows the return of ARNE’s pop-up to Liverpool ONE. The clothing and footwear brand welcomed visitors in their hundreds for its second physical store activation at the destination.

Rob Deacon, asset management director for Liverpool ONE operator Grosvenor, added: “Lounge is becoming increasingly renowned across the UK and internationally.

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“The launch of the upcoming Christmas pop-up at Liverpool ONE is a hugely exciting moment for us.

We are seeing a growing number of successful online retailers such as Lounge seek physical locations, so we are very pleased to be welcoming them to South John Street in their city debut.”

Metis and CBRE acted for Liverpool ONE. JLL represented Lounge.

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