Loungers confirms first international venue

Loungers will expand internationally for the first time this autumn, with the opening of a new site in Essen, Germany, in October. 

The venue will operate under a new brand name Southville, which is a nod to the group’s original Lounge that opened in Bristol’s Southville neighbourhood in 2002.

Loungers says its first step overseas follows extensive work by the business to understand the German market, including consumer behaviour, cultural nuances and the broader F&B landscape. 

It says it has identified strong similarities between German and UK consumer habits, particularly around all day socialising, casual dining and neighbourhood focused hospitality.

"Opening in Germany is a landmark moment for the business and something we’ve approached with real care," says Alex Reilley, chairman and co-founder of Loungers. "Southville reflects the evolution of Loungers while staying true to the values we started with back in 2002.

"When we look at Rüttenscheid, we recognise something - the same neighbourhood energy, the same post-industrial reinvention and the same broad mix of cultures and generations that we found on North Street all those years ago. Essen is the right city at the right time and we’re excited to introduce our style of neighbourhood hospitality to a completely new market."

Rather than exporting a British format, the business says it has focused on evolving its philosophy for a new market, with table service and reservations becoming key differentiators from the traditional Lounge model.

In addition, the team has worked closely with a development chef in Germany in replacing or adapting around half of the current Lounge dishes to reflect the different tastes of German consumers. 

Loungers operates through its three brands  Lounge, Cosy Club and Brightside in the UK. There are 273 Lounges nationwide.  

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