Lounge Underwear
United Kingdom
Lounge is a British underwear and loungewear brand founded in 2015 by husband and wife Daniel and Melanie Marsden, who started it with about 1,000 pounds. Based in Solihull and privately owned without external investment, it grew mainly through Instagram and e-commerce before opening its own stores in 2023. Sales reached 67.9 million pounds in the year to June 2023.
| Founded | 2015 |
|---|---|
| Founders | Daniel Marsden, Melanie Marsden |
| CEO | Daniel Marsden |
| Headquarters | Solihull, United Kingdom |
| Ownership | Founder owned, no external investment |
| Sales | 67.9 million pounds (year to June 2023) |
| Website | lounge.com |
What is Lounge?
Lounge, often called Lounge Underwear, is a direct to consumer brand selling women's underwear, bras, loungewear and activewear. It built its reputation on matching sets marketed through social media and creators, targeting a young, international customer base.
History
The company was founded in 2015 by Daniel and Melanie Marsden, who had previously run an online fishing tackle business and started Lounge with around 1,000 pounds. Its first product was a triangle underwear set, and the first 100 sets were sewn in Bulgaria. Lounge is headquartered in Solihull, moving to Blythe Valley Park in 2021, and remains privately owned without external investment. Daniel Marsden serves as chief executive, according to FashionUnited.
Products and positioning
Lounge is positioned in the mid-market, competing with both high street lingerie and other digital native intimates brands. Its range includes:
- Underwear and bra sets, the brand's core
- Loungewear and sleepwear
- Activewear
- Seasonal and limited collections
Production originally took place in China and has been spread across Bangladesh, Cambodia and Vietnam since 2020.
Business model and distribution
Lounge grew as an online brand shipping from Solihull to customers worldwide. Wikipedia reports revenue of 13.8 million pounds in 2020 and 55 million pounds in 2021. FashionUnited reported in May 2024 that sales for the year ended 30 June 2023 rose 6 per cent to 67.9 million pounds, with pre tax profit of 5.5 million pounds and a 20 per cent rise in active customers. The company opened four UK stores in 2023 in London, Manchester, Leeds and Bristol, added Cardiff in 2024, and planned its first German store at Westfield Oberhausen as it targets mainland Europe.
Why it matters
Lounge is a notable example of a bootstrapped DTC fashion brand reaching significant scale and profitability without venture capital. Its move from pure e-commerce into physical stores mirrors the omnichannel turn of many digital native brands.
Frequently asked questions
Who owns Lounge Underwear?
Lounge is privately owned by its founders, Daniel and Melanie Marsden, and has not taken external investment. Daniel Marsden is chief executive. The company is based in Solihull, England.
Does Lounge have physical stores?
Yes. Lounge opened four UK stores in 2023 in London, Manchester, Leeds and Bristol, followed by Cardiff in 2024. It also announced a first German store at Westfield Oberhausen.