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Online Thinking Juice Marketing

Newly-launched retail brand The Lounge Co. announces customer-centric business model


By Michael Feeley, Founder and chief exec

August 26, 2016 | 3 min read

Sofa Brands International has launched The Lounge Co, a new brand for 30-50 year olds, with a multichannel business model designed to reintroduce ‘tangibility’ to purchasing furniture online.

Following the launch of its London gallery at 104-108 Chiswick High Road last month, The Lounge Co. has announced a network of 20 independent retail partners.

Julian Neal, director at SBI and chief executive of The Lounge Co, said: “People use the internet to research our products and expect speed, ease of use and extremely high-quality content. However, customers who are investing significantly in an item of furniture that they’ll own for a decade or more want to experience the product first.

“It’s critical to us that customers have a gallery nearby because they need to see the products, touch them and assess their comfort. The business model was designed entirely around these needs, which is why accessibility was fundamental. We’re grateful to have access to SBI’s decade-long relationship with a strong network of distribution partners, and this has given us a huge advantage.”

The multichannel model dictates that sales – regardless of the purchase channel – will be attributed to local partners which have each been given an exclusive catchment. This original idea rewards partners for great service while addressing the challenges of changing customer behavior and discounting in the market.

The Lounge Co. instore.

Each of the partner galleries will feature one of every product style and two large touch-screen kiosks. Across the range, there are 18,500 combinations and the kiosk’s #goconfigure function will ensure designing the perfect sofa is easy and enjoyable.

“We invested a significant amount into this technology as part of the in-store experience because customers need to be able to visualise their ideal sofa before they buy,” said Neal.

The Lounge Co. worked with integrated marketing agency Thinking Juice to create and launch the brand with a variety of collateral, including a brand video.

“It’s been absolutely essential that we work with the best people to set the highest standards for the brand. Thinking Juice has worked with SBI for many years, and it was great to work with a team with the same creative standards,” said Neal.

Matt Turner and Luke Bonner from Thinking Juice created the brand, while the agency’s Lewis Bullock, Stewart Austin and Dave Rose developed all other collateral.

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