Triumph to cease operations in Mainland China by year-end

French lingerie brand Triumph is ending its operations in Mainland China by year end, concluding a presence that spanned over three decades.

Triumph entered the Chinese market in 1979 via sourcing, later establishing its first factory in 1992 and launching retail operations in 2008.

The brand will close all of its existing stores in China effective 31 December, according to an official notice last Friday. This follows a final social media update on 11 November regarding its partnership with Tmall for the Double 11 Festival.

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All its online flagship stores on major eCommerce platforms, including Taobao, Tmall, Tmall Outlets, JD.com, Pinduoduo, Douyin, and Vipshop, will stop providing after-sales services on 5 December. The Tmall member exclusive points redemption section will close slightly earlier on 30 November.

Meanwhile, Triumph's physical retail stores across the country will gradually cease operations, with the final stores closing their doors on 31 December.

The brand also clarified procedures regarding its membership programme. Birthday vouchers issued on 21 November, intended for members with birthdays falling between 21 November and 31 December, must be used by 10 pm on 30 November.

Upon its full withdrawal, Triumph confirmed it will delete all personal information from its member database, unless it receives prior written consent from individuals to transfer their data to a third party.

The announcement has sparked surprise and nostalgia among long-time customers, with many expressing their shock and sadness in the comments and noting their years of loyalty to the brand.

MARKETING-INTERACTIVE has reached out to Triumph for a statement.

Despite this, the brand's recent marketing campaigns show that it remains active in other markets. Last month, Triumph invited modern women to rediscover and embrace their authentic selves with a regional campaign.  

Also known as "Just like you", the campaign has rolled out across APAC region, including markets such as Taiwan, Hong Kong, Singapore, Malaysia and India, and was developed in partnership with creative agency VML Hong Kong. 

Targeting younger consumers, the campaign boldly challenges societal pressures for external validation, inspiring women to declare: "Don't like me"—a rejection of the need for outward affirmation and fleeting trends.  

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