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Jul 5, 2017
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Triumph to close all UK retail stores, plans new format

Published
Jul 5, 2017

Swiss lingerie brand Triumph is to close all retail stores across the UK by the end of the year, with the brand planning to open a new retail concept in high footfall locations.


Triumph will close all UK retail stores by the end of 2017 - Photo: Bluewater shopping centre


The closures will affect Triumph stores in Bluewater, Cambridge, Churchward, Exeter, and Walton. Triumph said these stores are all within close proximity to wholesale accounts, which will continue to serve customers alongside the e-commerce site.

The closure programme aims to improve the company’s profitability and create an opportunity to introduce a new retail format. The Swiss company, owner of brands Triumph, Sloggi and Triaction, said the new concept will bring to life its unique fusion of heritage and innovation.

The announcement comes shortly after Triumph unveiled a new premium brand, Florale, in collaboration with actress and Golden Globe winner Julianne Moore.


The company has recently launched a new premium brand with a campaign fronted by Julianne Moore - Triumph


Future Triumph stores will open in high footfall locations and feature collections and assortments for key consumer groups. A new store design concept will also roll out across the business’ European store estate.

“Our objective is to operate a chain of very profitable Triumph retail stores”, says Roman Braun, Managing Partner and Triumph’s Head of Sales for the Western markets.

“To that end, we are implementing a strategy to both invest further into current profitable stores and new stores, and rigidly review stores that are not performing to our financial expectations.”

Triumph’s store in Churchward closed this week and will be followed by locations in Exeter and Bluewater by the end of the month. Further shops Cambridge and Walton will shut down in September.

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