British lingerie brand Lounge Underwear has achieved phenomenal growth since its inception, in the living room of co-founders Daniel and Melanie Marsden in 2015.
On track to hit sales of £100 million in the current 2022-23 financial year, the social-first brand has used a purely direct-to-consumer (D2C) ecommerce strategy combined with influencer marketing to propel the brand forward.
But, with the cost-of-living crisis and soaring inflation likely to result in challenging times ahead for many businesses, the entrepreneur couple reveal how a shift in marketing strategy, an omnichannel approach to retail and their new lower-price-point “everyday” collection will help keep the brand on track.