Lingerie brand Triumph is repositioning in the UK by introducing fresh product and a new store concept in an effort to widen its customer base.
Managing director Noreen Gallagher told Drapers the brand was embarking on a five-year expansion plan in the UK by broadening its appeal to attract a younger shopper.
“Triumph in the rest of Europe is a very big brand that is worn by women of all ages, but at the moment the majority of our customers in the UK are 50-plus,” she said.
“We want to be a brand worn by women from age 25 upwards.”
As a result, Triumph is introducing new product lines, expanding its shapewear offer and increasing the range of cup sizes so that some lines are now available in up to a G cup.
“Previously Triumph produced a range of lingerie to fit the Asian market and a range to fit the Western market, but we have now introduced fits specifically for the UK customer as they tend to wear larger cup and smaller back sizes,” added Gallagher.
Triumph also launched a new retail concept (pictured) when its latest store at Bluewater shopping centre in Kent opened two weeks ago.
The concept, which focuses on Triumph’s 127-year history, will be the blueprint for all of its new stores.
According to Gallagher, Triumph is planning to expand its retail presence in the UK between now and 2017.
Although she would not be drawn on a specific number of new stores, Gallagher did say the brand would concentrate its store expansion on London and the Southeast.
Triumph will continue its sponsorship of London Fashion Week as the event’s official lingerie partner, a role it took up in February this year.