Office Principles delivers new global HQ for Lounge Underwear

Office Principles has completed work on the new 54,000 sq ft global headquarters of the fastest growing lingerie and loungewear etailer in the UK, Lounge Underwear.

The leading interior design consultancy has delivered the full fit-out of the ground and first floors of 1 Blythe Gate in Solihull, as part of the etailer’s ambitious plans to double its headcount over the next 12 months.

Known as ‘Lounge HQME’, the new headquarters will initially house more than 100 employees from Lounge Underwear’s head office departments including product, marketing, operations and creative, with capacity to cater for more than 500 staff in the future.

The activity-based workplace contains a series of innovative and flexible working spaces, characterised by their emphasis on delivering home comforts.

Priority is given to the health and wellbeing of occupants, with features including a fully equipped office gym with extended class space, cinema club, quiet spaces, treatment and wellness room and ‘zen den’.

‘Brew bras’ offer a twist on traditional tea points, there are purpose-built spaces for new mothers and a focus on sustainability throughout the space, as the brand takes big leaps in its project of becoming a carbon negative business.

Collaboration is at the core of the new headquarters, with huddle space, a sunken snug and day loungers promoting informal working and ideas sharing.

There is a custom-built space for company wide updates and events, including bleacher seating, as well as a boardroom, presentation pod and innovation lounge for the research and development of new product ideas.

The eye-catching design makes best use of natural daylight, biophilia and planting, and is characterised by inspiring internal signage and graphics.

Visitors to Lounge HQME are greeted by a reception area that includes an impressive video wall and a striking eight metre high contour paper ‘heritage sculpture’, uniquely named as ‘She’, forming the shape of a female form inspired by the brand’s first ever underwear patterns.

Guests can access virtual shopping hubs, curated product display areas and there are also protected spaces for sales events.

A ribbon runway and rail sweeps from the front of the building to an outdoor area at the rear, where birdseye logo seating has been manufactured from 100 tonnes of concrete. A large terrace and seating deck provides additional space for work and social events.

Gary Tailby, joint managing director, Office Principles North, said: “Lounge HQME is a fun, vibrant and exciting workplace destination, with a huge sense of family at its heart. It delivers a smart, minimalist design, but one that’s packed full of interesting features and a whole host of different spaces, reflecting Lounge’s people orientated culture and a brand story built on hard work and ingenuity. It’s inspiring to see a Midlands-based business with global ambitions, that is generating many new job opportunities and offering its employees a truly great place to work.”

Melanie Marsden, co-founder and chief brand officer at Lounge, said: “Opening the doors to our new global HQME could not have come at a more poignant moment in Lounge’s history. Throughout the pandemic we have worked long and hard to design a destination for comfort, collaboration and a real sense of family, a space that can inspire innovation and handle the extreme pace of our global expansion and unprecedented growth. Retaining and attracting the very best talent to join us on our journey is a huge focus, and it’s safe to say that Lounge HQME is built to grab your attention the minute you step through the doors.”

Lounge Underwear was co-founded in 2015, by husband-and-wife team Daniel and Melanie Marsden, with just £1,000 of the couple’s own money. It finished 2020 with revenues of £53 million and profits of around £18 million.

Lounge relocated from Bromsgrove to Blythe Valley Park nearly two years ago when it took 36,741 sq ft of space in the Connexion building for a head office and distribution centre. It agreed a deal with landlord IM Properties on 1 Blythe Gate but will retain its presence in Connexion.