13 shops sell Lounge's underwear with its own photos, briefs from €3
13 shops were selling Lounge listings on the day we checked. Five use the UK underwear brand's name: loungestore.shop, loungeunderwearus.com, loungeunterwasche.com, loungewearcheap.com and loungeunderwearpl.com. The other eight have unrelated names, yet each lists all 24 styles of Lounge's Everyday Ultimate range under the brand's own photos. Public scan records show at least 34 more Lounge-themed store domains, most aimed at a single country, have come and gone since February 2024.
- 99%
- Photo match on loungestore.shop
- 13
- Live shops selling copied Lounge listings
- 1,093
- Lounge product addresses copied by one store
- €3
- Everyday Ultimate briefs on 8 unrelated shops
65% off a price Lounge never charged
lounge.com opens on a full-width autumn campaign photo under a serif LOUNGE wordmark, with the Autumn Arc collection and two links, Shop Now and Lookbook. Prices are in pounds, and the brand runs separate stores for the US, the EU, Germany, Sweden and other markets.
loungestore.shop puts a similar serif LOUNGE wordmark over a German menu (Neuheiten, BHs, Höschen, Schlafwäsche, Bademode, Outlet) and a red banner promising up to 70% off. Its Essential Socks page carries Lounge's own product photo and a German translation of the official description. The price is $11.19, shown as 65% off $31.97. us.lounge.com sells the same two-pack for $11. The store's 'original' price is nearly three times what the brand charges.
The sale price is roughly what Lounge charges anyway. The $31.97 'original' was made up.
What we caught
The sitemap lists 1,344 products, and 1,093 use the exact product address of an item on lounge.com. All 1,344 entries were last modified within three minutes of each other on 17 May 2026, which points to a bulk import. The page title reads Offizieller Shop, German for official shop.
Both stores build their SKUs from Lounge's own internal product numbers. On loungeunderwearus.com, 72 still point to the same products on lounge.com today. On loungeunterwasche.com, 302 match products on Lounge's German store, de.lounge.com.
Eight shops registered between 28 June and 17 September 2026 each list the same 24 Everyday Ultimate styles, the full official range, from about €3. de.lounge.com sells those briefs for €6, down from €12. Each shop holds 16,974 to 84,055 products.
Photos on loungestore.shop and the catalogue shops match Lounge's files at an image-hash distance of 0 to 3 once backgrounds are trimmed. They are the same photographs. The catalogue shops even kept Lounge's original file names and internal sale tags.
The evidence, page by page
A LOUNGE UNDERWEAR logo, a German menu, and a hero shot of Lounge's logo waistbands.
The SKU ends in the product ID Lounge uses for the same socks on lounge.com. The tags are Lounge's too.
Lounge socks for €5.97 on a baby-care shop, filed under baby care, with the brand's internal sale tags.
The same photograph on lounge.com and on a shop registered nine days before our capture.
The Swedish store, registered on 14 August 2026, selling Lounge's Sunday Club hoodie with a lightly cropped copy of the brand's photo.
2 stores kept Lounge's own product numbers in their SKUs
loungeunderwearus.com, registered on 17 January 2025, is a WordPress and WooCommerce store with 1,071 products, each named Lounge Underwear plus the product. German menu, dollar prices, and a Sale badge of 20% to 40% off on every item. Each SKU ends in a long number that Lounge's own store system uses as a product ID. 72 still match products on lounge.com under the same names: its Essential Socks (Two Pack) in Charcoal carries the ID of Lounge's Essential Socks (2-Pack) - Charcoal. Many of its product tags are Lounge's too.
The rest of the store falls apart on inspection. The delivery page says orders ship from warehouses in China by ePacket or EMS. The About Us page talks about winter coats and UPF 50 sun protection. Policy page titles end with the web address of an unrelated shop, which suggests the template came from another store.
loungeunterwasche.com, registered on 9 December 2024 through the same registrar, runs the same play for Germany. It lists 800 products in euros, each starting with a sales word such as Flash Sale, Clearance, Outlet or Cheap, and 302 of its SKUs match product IDs on de.lounge.com.
8 shops that never say Lounge sell its full briefs range for €3
The exact-image search on Lounge's product photos led to shops that never mention the brand in their names. Their names point to baby care, linen trousers, fashion and religious objects. Their catalogues are huge: 16,974 to 84,055 products each, about 305,000 in total. Four were registered on 29 and 30 August 2026, two on 19 August within 38 seconds of each other, and the newest on 17 September.
All eight run the same WooCommerce build and list exactly 24 Everyday Ultimate products, the complete official range, from about €3 each. One baby-care shop sells Lounge's Essential Socks in Dark Grey for €5.97, filed under Babypflege (baby care). Its tags include labels from Lounge's internal catalogue that the brand never shows shoppers, such as staff-50, june-sale-26 and outlet-21.05. We placed no orders, so we cannot say what, if anything, a buyer would receive.
34 Lounge store domains have come and gone since 2024
Public scan records on urlscan.io show Lounge-themed store domains going back to February 2024, most named for one country: loungeunderwear-uk.com, loungeunderwear-canada.ca, loungeunderwear-nz.com, loungeunderwear-france.fr, loungeunderwear.com.se, loungeunderwearpolska.pl and others. Of the 40 we checked, 34 no longer resolve and two now host unrelated sites. The newest live store, loungewearcheap.com, registered on 14 August 2026, sells 641 products in Swedish kronor under a LOUNGEWEAR logo. Its Blossom Balcony bra costs 330.56 kr; se.lounge.com charges 525 kr. loungeunderwearpl.com, registered in July 2024, still sells in złoty, with an unfilled template placeholder in its header. loungebras.com, registered on 8 July 2026, carried the official store's page title when we first checked. It then showed a verification page, and we went no further.
Exact-image search also matched Lounge photos to 17 unrelated websites that appear compromised, most indexed with Lounge product names such as the Everyday Ultimate Brazilian Briefs. Marketplaces came back mostly clean. Amazon returned generic underwear and no Lounge listings. eBay showed second-hand Lounge pieces. Alibaba and AliExpress returned unrelated goods using the word lounge. Temu, TikTok Shop and the ads check returned nothing.
How to shut it down
The takedown plan, step by step, built from the evidence above.
Archive all 13 shops now
Capture product feeds, sitemaps, SKUs, tags, prices and pages for the five brand-named stores and the eight catalogue shops while they are online.
Lead with Lounge's own product IDs
SKUs built on your product IDs, copied internal tags and photos at a hash distance of 0 to 3 are hard for registrars and hosts to dismiss. Pair each with the official product page.
Take down the 8 catalogue shops in one batch
They share a build, a product range and registration dates weeks apart. One report covering all eight carries more weight than eight separate complaints.
Watch 'Lounge Underwear' plus a country
Two years of lookalikes followed one pattern: Lounge Underwear plus a country, outlet, shop or store. Monitor new registrations that fit it and check them before they reach search results.
€3 briefs under Lounge's photos
Eight of the 13 shops never put Lounge in their domain. They bury the full Everyday Ultimate range among tens of thousands of unrelated products, at half the price of Lounge's own sale. A shopper who finds €3 briefs under Lounge's photos has no reason to doubt them. If the parcel never arrives, or holds something else, the complaint is likely to land on Lounge.
The copies undercut Lounge in pounds, dollars, euros, kronor and złoty. The strongest evidence against them is invisible to shoppers: product IDs, internal tags and file names lifted from Lounge's own store system. No store can easily explain those away, and they belong at the top of every takedown request.
Scan your own brand
What would the scanner find around your brand?
Run the same sweep across lookalike domains, storefronts, marketplaces, ads, and social accounts.
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