Retail Spotlight: Loungerie

“Loungerie” has been a huge buzzword floating around the intimates universe as of late, denoting a new lifestyle category of lingerie that can be worn for lounging. A unique Brazilian retail concept named Loungerie jumped on the phenomenon early, opening its doors in 2010 and quickly expanding to half a dozen stores in São Paulo and Rio de Janeiro.

Loungerie is relatively comparable to Victoria’s Secret in terms of merchandising and price points; however, the former carefully culls from various big brands (Wacoal, DKNY, Hanky Panky), Brazilian names (Rosa Cha, Amir Slama) and its own label to create a unified selection of lingerie and loungewear.

While lounge and nightwear have a significant presence in the stores, Loungerie’s main focus is bras. Styles are organized by silhouette – demi, balconette, triangle, full-coverage, strapless, plunge, multifunctional, push up – with illustrative examples above each section. Customers can then scavenge through drawers to find the perfect bra in endless brands, colors and sizes.

Eye-catching panty displays, well-merchandised sets and seasonal fashion collections comprise the rest of the sales floor. Loungerie was also one of the first mainstream retailers to jump on the fetish trend, stocking their shelves with novelty underthings, accessories, toys and books. In addition, stores have work stations set up for various customization projects like panty decorating and embroidery.

On top of all the unique merchandise options, Loungerie boasts a staff of well-trained associates as well as posh, expansive fitting rooms to make for an easy and truly indulgent shopping experience.

For more, visit Loungerie’s Facebook page.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.