Underwear retailer Lounge has opened the doors to its first-ever permanent store in Westfield London, White City, as it “takes the step into physical retail” after seven years of trading online.
The new 2,500 sq ft store, which opened on October 7, embodies a “modern luxury aesthetic” for shoppers visiting its first bricks-and-mortar outlet.
Lounge said the store is equipped with innovative interactive fitting rooms and assistant shopping services that “change the way women shop underwear and apparel.”
The fitting rooms offer two ways for customers to find their perfect bra size, as well as “tailored advice” for the Lounge team.
The lingerie retailer said that the store interior is designed to showcase “flattering lighting, modern décor and unrivalled quality.” There is also a private space for shoppers in need of a “secluded space” to breastfeed.
Lounge said it prides itself on the new store’s “next level customer service”, which will ensure that all shoppers leave feeling “uplifted, comfortable and sexy”.
In August, chief executive Dan Marsden told Retail Week that customers entering the store will see that it looks “nothing like any other underwear store.” He emphasised the lack of competition within the lingerie sector and Lounge’s unrivalled focus on service.
“A lot of underwear shops fall down because they can start to look like markets; you have to put so much product out. We’ve gone the other side of it,” he said.
“We will have very minimal product out with our hero pieces, where you can still touch and feel what you are going to buy, but then you go and ask for your size to try it on. It gives the store a much cleaner, fresher look and portrays our brand aesthetics in the best way possible.
“There’s no doubt that our store is very Instagrammable, which is only a good thing for us. It’s also about reaching a consumer who isn’t on social media. We want a national presence where anyone in the UK has got a store within distance.”
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