As revealed last month, the all-day restaurant and bar group will make its German debut, with a site opening in the city of Essen in October
The new venue will operate under a new brand name, Southville, which is a nod to the group’s original Lounge, which opened in Bristol’s Southville neighbourhood in 2002.
Southville will be Loungers’ fourth brand, joining its Lounge, Cosy Club and Brightside concepts.
The group says it will take the core principles that underpin the Lounge concept and reinterpret them specifically for the German market. Rather than exporting a British format, the business 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.
The move follows extensive work by the business to understand the German market, including consumer behaviour, cultural nuances, and the broader F&B landscape. Loungers 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.”
The launch of Southville marks a significant milestone for Loungers as it continues to explore opportunities for growth both in the UK and overseas.
