Founded in 2015, Lounge has transitioned from niche underwear to a diverse fashion line, focusing on empowerment and community engagement.
Melanie Marsden, in collaboration with her husband, has taken a significant leap in the fashion industry with the brand Lounge, which specializes in underwear and loungewear. Founded in 2015, Lounge has witnessed swift growth and a shift in its positioning from a niche product line to a broader fashion offering, effectively aiming to blend style with empowerment for its customers.
Initially, Lounge carved out its space in the competitive market by harnessing the potential of influencer marketing, an emerging strategy at the time. Marsden reflected on this during an interview, stating, “The timing was perfect, and it became clear to us just how transformative influencer marketing could be.” Their brand swiftly gained traction within the Instagram community, leading to rapid sales increases including notable moments like when an Australian influencer posted about their product, which resulted in a significant surge in interest and purchases.
Currently, Lounge is expanding its offerings beyond its historically popular logo-imbued underwear, venturing into a full fashion line that emphasizes contouring and flattering designs. The new collection will feature items like gingham corsets, matching capri pants, checkered blazer dresses with cinched waists, and butter-yellow corsets paired with blazers, embodying a more diverse product range.
As Chief Brand Officer, Marsden has played a crucial role in transforming Lounge from a passion project operating from a spare bedroom into an internationally recognized brand. “Empowering women’s futures,” is how she describes Lounge in three words, showcasing her commitment to connecting with young female consumers and promoting confidence and authenticity.
Balancing her roles in motherhood and business has posed challenges for Marsden, with the dual responsibilities demanding significant personal investment. “Pouring 110% into both demands a constant shift between two very different sides of myself,” she noted. Yet, she views this balance as an opportunity to set a powerful example for her children about perseverance and purpose.
The brand’s latest milestone is the opening of its first brick-and-mortar store in October 2023 at Westfield, a strategic decision aimed at transitioning from an online presence to physical retail. Marsden described this expansion as a means to connect more intimately with customers, allowing them to experience the quality and luxury of Lounge products firsthand. The Westfield location is seen as essential, “allowing them to touch, feel and truly experience the luxury and quality of our pieces.”
In an effort to further solidify its presence in the global market, Lounge has recently launched a partnership with Printemps in Paris, enhancing its footprint and offering customers a more immersive brand experience. As the company transitions through various phases, it remains committed to deepening its community engagement.
The new women’s collection, named Debut, marks Lounge’s venture beyond lingerie, developed in response to community feedback for premium, accessible, contoured fashion. According to Marsden, this range stands out for its luxurious yet practical designs intended for the fashion-conscious woman.
The future roadmap for Lounge appears ambitious, with plans to implement more physical stores globally while continuing to innovate their offerings in both clothing and accessories. “Expect more premium, contoured fashion…because Lounge is more than just a brand; it’s a movement,” Marsden concluded, underscoring her vision for the brand’s evolving identity and influence in the fashion arena.
Source: Noah Wire Services
