Swiss lingerie brand Triumph is closing all retail stores across the UK by the end of the year, and plans to reopen some in higher footfall locations.
Stores in Bluewater, Cambridge, Churchward, Exeter and Walton will shut before the end of 2017.
The company wants to improve profitability and introduce a new retail format in busier areas. Triumph declined to comment on how many UK stores would reopen but said they would be “strategically located”. The firm also said it would “invest heavily” in its stores in Europe and roll out a new store concept.
Triumph’s store in Churchward closed this week and will be followed by stores in Exeter and Bluewater by the end of the month. Shops in Cambridge and Walton will shut in September.
“Our objective is to operate a chain of very profitable Triumph retail stores”, said 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.”