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 – a nod to our original Lounge, which opened in Bristol’s Southville neighbourhood in 2002.
The move follows extensive work by us to understand the German market, including consumer behaviour, cultural nuances, and the broader F&B landscape. We have identified strong similarities between German and UK consumer habits, particularly around all‑day socialising, casual dining, and neighbourhood‑focused hospitality.
Alex Reilley, our Chairman and Co‑Founder of Loungers, says: “Opening in Germany is a landmark moment for the business and something we’ve approached with real care. 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 Essen site will take the core principles that underpin the Lounge concept of warm hospitality, great‑value food and drink, and an inclusive, all‑day offer, and reinterpret them specifically for the German market. Rather than exporting a British format, we have focused on evolving its philosophy for a new market, with table service and reservations becoming key differentiators from the traditional Lounge model. In addition, we have 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.
Nick Collins, CEO of Loungers, adds: “Germany feels like a natural first step for us. We’ve spent time getting under the skin of the market, and there’s a real alignment with the way people eat, drink and socialise. Southville gives us the chance to take what we do best and shape it thoughtfully for a new audience, without losing the spirit that has defined the Lounge brand for more than 20 years.”
The launch of Southville marks a significant milestone for Loungers as it continues to explore opportunities for growth both in the UK and overseas.
