Lounge’s international ambitions have taken a step forward with the label opening its first non-UK store via a debut in Westfield Centro, Germany.

The company said it wants to be the “biggest and best underwear brand in the world that provides underwear, intimates, apparel and swimwear” and has made its German directly operated retail debut less than a year after opening five stores in its domestic market.

The new store is in Germany’s biggest shopping centre with the company saying “the space in Westfield Centro will be the home of ‘Comfort Made Sexy’ for shoppers across Europe”. 

It includes the label’s best-selling lingerie, clothing, sleepwear and swimwear lines, as well as the latest launches and limited-edition drops.

CEO and co-founder Dan Marsden said that even before the opening Germany was “by far our strongest-performing market, so it felt like a natural next step to open a retail space in Oberhausen. As a brand, our priority has always been providing the best possible experience for our customers, and previous pop-up stores in Germany have taught us that our German community loves the ‘IRL’ shopping experience”.

The store covers 1,454 sq ft and is described as a “relaxing, luxurious space with exceptional interior design that reflects Lounge’s signature minimal style”.

The fitting rooms have interactive, accessible videos “to allow customers to find their own bra size”. And there are “fully-trained Fit Experts to advise on sizing, styling, and fittings”.

Nine-year-old Lounge’s webstore currently operates across the UK, Europe, the US and Australia & New Zealand. And it has physical UK stores in London, Manchester, Leeds and Bristol.