Lounge seeks to 'reclaim its stake' in lingerie category as competition intensifies
British lingerie brand Lounge has launched a new 34-piece line-up of lingerie styles, timed ahead of Kim Kardashian’s SKIMS opening its UK flagship this summer.
The line of engineered everyday essentials is meant to see Lounge “reclaim its stake in the category it helped shape”, repositioning it to sit confidently alongside both SKIMS and M&S Body.
Since launching in 2019, SKIMS has positioned itself as a major player in the shapewear and lingerie market, with consumer spending reaching over £1.8 million over 2025, according to data from digital bank Monzo. As competition in the category intensifies, Marks & Spencer launched a 300-piece reimagined lingerie collection BODY in April, built around “a modern, modular and solution-focused design philosophy”.
Lounge’s new collection lands ahead of SKIMS opening its first flagship store on Regent Street in London, which it is currently getting ready for ahead of a summer opening.
Lounge’s new collection is very size-inclusive, spanning from 28A-40G and XS-3XL, with the brand highlighting that confidence should be “an everyday feeling for everyone”.
At the heart of the launch sits the brand’s signature style, the Balconette, which it describes as “universally flattering” and “delivering a smooth, confident fit across a wide range of bust shapes and sizes”.
The brand also highlighted its decade of expertise in fit and contouring, which has now seen it introduce a line of leggings and fitted tees, which it calls a “second layer”. The ContourSoft styles are designed to offer contour compression for the wearer, meant to “sculpt and smooth the body beyond lingerie”.
Leggings will be available in straight-leg, flared and capri silhouettes.
The new launch is based on consumer insights that Lounge collected, which highlight that 69% of women are wearing the wrong bra size, while 52% say comfort is their top priority but struggle to find it without compromise.
“We are constantly evolving to meet the real needs of women, not just in how lingerie looks, but how it performs, moves and supports every part of their day,” said Emily Blount, Product Director at Lounge.
"We’ve refined and unified our offering into something that feels complete: a system of fit-led pieces designed to replace compromise with confidence. It’s the result of years of listening, testing and perfecting, and it reaffirms Lounge as a benchmark in modern everyday lingerie."
