In Feature 027 of Conversations Behind The Campaign, we sat down with Melanie Marsden, Co-Founder and Chief Brand Officer of Lounge.
Founded in 2016, Lounge is a British fashion brand specialising in contoured lingerie and elevated, fashion-forward collections.Through the power of influencer marketing, the brand rapidly expanded their reach, transforming from an initial £1,000 startup investment into a £150 million brand. At its core, Lounge’s mission is to redefine the modern woman’s wardrobe by blending luxurious comfort with effortlessly premium design.
In our interview, Mel shares the founding story of Lounge, why they focused on lingerie, what sets them apart from competitors, the key brand and marketing strategies that have fueled their impressive growth and so much more.
1. How did you and your partner, Daniel, come up with the idea for Lounge? What led you to focus on lingerie specifically?
Lounge was born in the most fitting place – our own lounge at home. Dan and I knew we wanted to build something special, but in the early days, we had no idea what that would be. What we did know was that whatever we created had to be something we truly believed in, something that could be beautifully designed yet practical enough to fit into a letterbox-sized package to keep shipping costs down!
That criteria led us to Lingerie – it was an industry in need of a fresh perspective, and we saw an opportunity to redefine comfort and style for women. That’s when we sat down and sketched our very first design – the Triangle Bra – a bestselling design that is now proudly framed in our HQ reception as a reminder of how far we’ve come.
From that first sketch to the global brand Lounge is today, our mission has always remained the same: to empower women through beautifully crafted, effortlessly comfortable pieces that makes them feel as incredible as they look.
2. Since launching in 2016, you’ve grown Lounge into a multi-million dollar brand. What do you believe sets Lounge apart from competitors in the market?
From day one, Lounge has been built on a foundation of authenticity, innovation, and an unwavering connection with our community. What truly sets us apart is our ability to blend comfort with an effortlessly premium aesthetic, creating pieces that don’t just look beautiful but feel incredible to wear, time and time again.
We’ve redefined lingerie by prioritising both fit and feel, ensuring that every design empowers women with confidence. But beyond our products, Lounge is an experience. We don’t just sell lingerie, we build a lifestyle, a movement, a brand that resonates profoundly with our customers.
Our direct-to-consumer approach has allowed us to maintain complete control over quality, fit, and brand storytelling, ensuring that every interaction – whether online, in-store, or through our campaigns – feels personal and premium. Add to that our commitment to longevity, innovation, and inclusivity, and Lounge isn’t just another lingerie brand; it’s a global community that women feel proud to be a part of.
3. Can you share the inspiration behind Lounge’s mission and manifesto, and how they shape the brand’s identity?
Lounge was built on the belief that every woman deserves to feel confident, comfortable, and unapologetically herself. From the very beginning, our mission has been clear: to redefine lingerie by blending luxurious comfort with effortlessly premium design, while creating a brand experience that truly empowers our community.
Our manifesto is a reflection of this, rooted in self-love, strength, and femininity. We don’t just design lingerie and clothing; we craft pieces that celebrate the female form in all its beauty, giving women the confidence to own their power every day. Lounge is more than what you wear, it’s how you feel, how you express yourself, and how you embrace the most authentic version of yourself.
This ethos shapes everything we do, from our product innovation and Lounge Foundation to the way we communicate with our customers and the environment we foster in our stores, our HQ and our warehouses. It’s why we champion inclusivity, craftsmanship and community…because Lounge isn’t just a brand, it’s a movement that inspires women to feel their absolute best, always.
4. What does a typical day in-the-life of a co-founder and Chief Brand Officer at Lounge look like?
Varied – honestly there is no typical day. I spend a lot of my time in meetings with teams across the business ensuring I’m directing and leading our campaigns, new product launches and upcoming big brand moments – all the way down to what may seem like smaller parts of the puzzle that all form part of the bigger picture.
I don’t shy away from admitting that I am the kind of founder/CBO that likes to remain in the weeds, sit in the brainstorms, be a part of the building blocks that bring our decisions to life and remain totally accessible across the business to answer both the big and the little questions.
With that said – I always ensure I carve out time for ‘me-time’. Time to think of the things we aren’t doing, could be doing more of, and mostly looking at those moments further ahead than what the team is currently focusing on.
In short – my days are busy, wild, lots of fast paced walks around the HQ to my next meeting spot, and remaining connected to all of our people – and that’s exactly how I like it.
5. Lounge has built an incredibly engaged community. How have you cultivated this community on social media?
Cultivating a strong community has always been at the heart of Lounge’s mission. For us, it’s not just about building a brand; it’s about creating a space where our customers feel truly seen and heard.
One of the key things we’ve focused on is authentic engagement. From day one, we’ve made it a priority to interact with our followers personally and this hasn’t wavered, despite reaching over 3m followers. It’s not just about responding to comments but having real conversations. We love it when our customers share their experiences, so we try to amplify their voices by reposting, responding and welcoming their feedback. It makes them feel valued, and that connection helps build a stronger sense of community.
Another major factor has been posting content that truly resonates with our audience. Our community is diverse, and we know that everyone’s journey is different, so we create a mix of content and shoot with representative models – from BTS looks at the brand to inspirational messages, styling tips, and product launches. It’s all about showing our followers that we see them, and we care about what matters to them.
We’ve also built a real sense of belonging through exclusive events, content and our Lounge Foundation. We’ve hosted virtual events, giveaways, and charitable campaigns to engage with our followers beyond the product. This personifies our brand, making people feel like they’re part of something special and rewarding them for their loyalty, which I think is crucial in such a competitive market.
We’re huge advocates for creating an inclusive and positive space too. Our brand values reflect that, so we work hard to maintain an environment where people feel welcome, heard, and safe. That’s something our community really appreciates, and it makes our platform feel like a space where people can be themselves.
Lastly, we take feedback seriously. We constantly listen to our community, whether it’s through direct messages, comments or our customer feedback team. If something resonates with them or if they have suggestions for improvement, we make sure to take it on board. It helps us stay aligned with their needs and build trust over time. Ultimately, it’s all about staying true to our values, showing up consistently, and making sure that we’re building something that our community is proud to be a part of.
6. Influencer marketing has played a major role in Lounge’s growth. How do you identify the right ambassadors to represent the brand, and what impact has this had on its success?
Influencer marketing has absolutely been a huge driver for Lounge, and I’m proud of the ways we’ve been able to build genuine relationships with our ambassadors. When it comes to identifying the right influencers to represent the brand, it’s really about authenticity and alignment with our values. We look for ambassadors who truly embody what Lounge stands for – things like body positivity, inclusivity, and empowering individuals to feel confident and comfortable in their own skin.
We don’t just focus on follower numbers. While reach is important, we’re more concerned with the authenticity of the relationship an influencer has with their audience. We want to work with people who have a genuine connection with their followers, as that leads to more organic, meaningful conversations about our products. If an influencer is someone who lives and breathes the lifestyle that Lounge represents, it naturally comes through in their content, which helps create trust with their audience.
We also prioritise diversity in our partnerships. Our community is made up of people from all walks of life, and it’s important that our ambassadors reflect that. We want to make sure that all our followers see themselves represented in our campaigns, so diversity in terms of body types, ethnicities, and backgrounds is something we always keep in mind.
As for the impact of influencer marketing on Lounge’s success, it’s been incredibly powerful. The influencers we’ve worked with have helped us extend our reach and visibility, but more importantly, they’ve been integral in building trust and credibility for the brand. When someone sees an influencer they follow and admire wearing Lounge, it instantly creates a sense of relatability. It’s like seeing a friend recommend something, which is far more persuasive than traditional advertising.
These partnerships have also given us the opportunity to cultivate a deeper relationship with our community. Influencers help us showcase how our pieces fit into real, everyday lives – whether it’s someone wearing Lounge to relax at home, styling it for a night out, or just feeling good in their own skin. It shows that our products aren’t just about looks – they’re about how our customers feel when they wear them. This emotional connection has been a huge part of our growth and success.
7. What key brand and marketing strategies do you believe have been most instrumental in driving Lounge’s growth?
There have been a few key strategies that have been crucial in driving Lounge’s growth, and I think it’s a combination of each that has played a big role in shaping the brand we are today.
First and foremost, staying true to our brand values has been foundational. From the very beginning, we wanted Lounge to be a brand that stands for inclusivity, body positivity, and empowering our community. By being authentic and consistent in delivering this message across all our platforms, we’ve built trust with our audience. It’s not just about selling products, but about creating a movement that resonates with people.
Another key strategy is leveraging social media to its full potential. We’ve made social platforms like Instagram and TikTok central to our marketing efforts. Not only do these channels help us reach a wide audience, but they also allow us to engage directly with our customers in real time.
We’ve used UGC, influencer partnerships, and real customer stories to show the real-life impact our products have. This sense of relatability and authenticity has really helped us connect with our audience in a meaningful way.
We’ve also been very strategic with our partnerships and collaborations. Collaborating with influencers and like-minded brands that share our values has helped us expand our reach significantly. These partnerships not only give us access to new audiences but also give us credibility. Working with influencers who genuinely love our brand and products has allowed us to tap into their loyal communities and drive growth.
In terms of marketing tactics, content is king. We’ve put a lot of focus on creating content that aligns with our community’s interests, needs, and values. Whether it’s style guides, product tutorials, or behind-the-scenes looks at the brand, we’ve created content that speaks to our customers on a personal level. This type of content has encouraged people to engage with our brand more deeply and has kept them coming back.
Lastly, customer experience and retention have been vital. It’s not just about getting people to make a purchase; it’s about creating a relationship. From a seamless shopping experience both in-store and online, to post-purchase customer service, we’ve worked hard to ensure that our customers feel valued at every touchpoint.
Overall, these strategies – rooted in authenticity, engagement and loyalty – have been key in driving Lounge’s growth. But it’s always about adapting and staying true to our mission as we continue to evolve with our next chapter.
8. What has been your favourite brand moment or campaign at Lounge, and why?
Without a doubt, it has to be our inaugural Feel Your Breast campaign. It will always hold a profound significance for me, as it was the moment that defined our commitment to breast cancer awareness and established a core pillar of our brand.
This campaign not only marked our first step in driving meaningful change within the industry but also proved the depth of our community’s connection to Lounge, extending far beyond our products, to the values we stand for.
More than just a campaign, it was a turning point in how I approach decision-making for the brand and who I am as a person. It led me to form lasting friendships with cancer survivors, whose resilience and strength fundamentally reshaped my perspective, opening my eyes to the immense impact both I and Lounge can have on these individuals.
Learn more about The Lounge Foundation here
9. What has been the biggest challenge in your career and what advice would you share with someone going through something similar?
Balancing motherhood and business, two worlds I am equally passionate about, has been one of the greatest challenges and privileges of my life. Pouring 110% into both demands a constant shift between two very different sides of myself, and while some days leave me feeling completely drained, they have also shown me just how much I am capable of as a woman.
I push myself in business to set an example for my children and to show them what it means to be driven by passion and purpose. At the same time, I give my heart and soul to them, shaping their future with the same dedication. My goal is to raise them with a strong sense of self-worth, teaching them that when you show up authentically and give life everything you’ve got, the world opens up in the most beautiful way.
10. Are there any marketers or founders you look up to for both creative and career inspiration?
There are countless incredible founders doing truly inspiring work, but the person who motivates me the most is my co-founder and husband, Dan. I know it might sound like the obvious answer, but it’s the absolute truth. His relentless drive and unwavering determination push me every single day. I can quite literally hear his mind ticking at night, always thinking, always innovating, and that energy challenges me to step outside my comfort zone and strive for more.
Ours is a unique relationship, constantly shifting between Mum and Dad, to CEO & CBO, and it’s a dynamic that comes with its own challenges, but it’s also what makes it so special. It keeps us grounded, keeps Lounge rooted in its core values, and ultimately makes the balance, however tricky, one I couldn’t do without Dan by my side.
11. Where can our audience find you and Lounge on social media?
We’re super active across the usual social platforms where we love connecting with our community and sharing what’s going on at Lounge!
Instagram (@lounge_) is our main hub, where we share everything from behind-the-scenes content to product drops, styling inspiration, and real stories from our community. All the incredible work that our Lounge Foundation does is captured on @theloungefoundation too.
We’ve been growing on TikTok (@lounge) too with fun, creative content, and it’s a great space for us to share styling tips, office antics, and sneak peeks of upcoming collections.
You can also find Dan & I personally on Instagram at @loungefounders, where we try and share a bit about our journey as co-founders, as well as BTS at Lounge HQ.
