Fast-growing underwear brand aims to double in size after relocation
A fast-growing underwear and apparel brand is relocating from Bromsgrove to Connexion at Blythe Valley Park (BVP) Solihull, with the aim of doubling in size in the next 12 months.
Only founded three years ago, Lounge is now a global company generating annual online sales of £5.8m.
Daniel Marsden and Melanie Paradise currently employ 27 people and have more than one million Instagram followers, with top international models and Instagram influencers Belle Lucia, Kara Jewell and Steph Rayner heading up their product campaigns.
The new 36,741 sq ft unit on IM Properties Connexion scheme on BVP near junction 4, M42, will be Lounge’s new HQ and distribution centre, enabling them to begin a significant recruitment drive and maintain their customer experience.
Jack Humphreys, Lounge’s operations manager, said the move to BVP was about “future-proofing” the business, creating room for its ambitious growth plans and being in a location able to attract the best people to join the company.
“Since the business started in 2016, we’ve rapidly grown year on year, with the help of our great team we plan to increase sales again this year from £5.8M to £10M+. The ambition is to become the biggest and best underwear and apparel brand in the world.
“To achieve this ambition, we need people who buy into our ethos and show the same passion as we do, ensuring the customer experience is at the centre of our business at all times. We want Lounge to be a great place to work with a brilliant work culture which people don’t want to leave at 5.00pm and view more as a lifestyle than a job.
“Connexion at Blythe Valley enables us to create a working environment and HQ offices which tick all our brand values of comfort, style, passion and personal care, while also controlling our logistics side with over 30,000 sq ft of warehouse and distribution space to ensure the quality of the Lounge experience at every stage.”
Lounge is in good company at Connexion, with its neighbour being one of the UK’s fastest growing companies, Gymshark, which recently set up an innovation hub and gym on the scheme, following the relocation of its HQ to BVP in 2018.
Surrounded by 122 acres of parkland, Connexion is a campus of five high specification industrial & logistic units, ranging from 31,205 to 56,588 sq ft and forms part of a mixed-use community at BVP including offices, residential and a range of amenities.
Rachael Clarke, development manager at IM Properties, said: “It’s great that we can attract companies of all sizes making a name for themselves in the business world, from established tech companies like Hofer Powertrain Products to global brands such as Gymshark and companies looking for their next big move, like Lounge.
“The wider wellbeing agenda resonates with forward-thinking occupiers who want to create more than just a place of work for their staff, which is so good to hear and a major selling point for BVP, helping to retain businesses and top talent in the region.”
Two units now remain on Connexion including 56,888 and 38,223 sq ft.
CBRE & Savills act as joint agents on the scheme.
