Three former senior executives at Triumph have teamed up to launch their own range of seamless, everyday intimates.
The new brand, Royal Lounge Intimates, is headed up by Robert Kreuzer, who worked at Triumph for 20 years, starting as a product manager in Bangkok before being promoted to global brand manager for swimwear and activewear in 2011; Elizabeth Simpson, the former head of design at Triumph; and Karl Mayer, the former global head of innovation at the company.
In 2012, the partners established Innovance Textiles in Hong Kong to develop innovative fabrics, new printing technologies and workmanships to create concept samples for lingerie, swimwear and sportswear.
They launched Royal Lounge a year later, entering several European markets before launching in the UK and Ireland with Stephen Morrow Agencies earlier this year.
“We decided to launch our own brand because we had all this knowledge and expertise in innovation, so it made sense to integrate these technologies into a new range of bras,” Kreuzer told Lingerie Insight.
Royal Lounge develops premium basics for all occasions, with prices starting from £35.
The Never Out of Stock collection is made up of six seamless bras and four briefs available in various colours.
“We wanted to keep the range simple to ensure a good fit, high quality and a good margin,” Kreuzer explained.
Key styles include Royal Fit, a lightly padded bra featuring smooth cups and seamless wings developed by fusing together two layers of fabric.
Royal Magic is a strapless bra featuring a layer of spandex on the wings to gently ‘grip’ to the wearer’s skin without the use of silicone.