Triumph opens first US store

German lingerie brand Triumph opened its first US store at Walt Whitman Shops in South Huntington, Long Island on Thursday, 15th August. This is the company’s first foray into the US-American market with a series of own stores.

A second shop will open shortly just a few miles to the west at Roosevelt Field mall in East Garden City, Long Island on 22nd August, and a third one is planned for early 2014 in New Jersey. "They [Triumph] have done quite a bit of research and have been working on their strategy for the US launch. They homed in on Long Island because they felt their core customer correlated well with the demographic of our customer base, both at Walt Whitman and Roosevelt Field," said Francis X. Scire Jr., vice president of leasing at Simon Property Group, owner of both malls.

Triumph is all set for its US expansion

In December 2012, Triumph had bought in on New York-based luxury lingerie retailer Journelle, which operates three stores in Manhattan, to profit from the the multi-label chain’s experience. Though Triumph is not yet part of the selection in the Journelle stores, this is scheduled to change during the course of this year itself.

On offer at the new store in Long Island is a selection of bras, panties, shapewear and nightwear that focuses on feminine silhouettes, lightweight products and optimal comfort and fit. To guarantee the latter, the store puts emphasis on comfortable fitting rooms with soft lighting, chic decor and best quality mirrors. Brides-to-be can avail of a larger VIP room to try on their wedding lingerie together with the gown.

At Walt Whitman Shops, Triumph will face competition from US labels like Victoria’s Secret and Soma Intimates but banks on its European heritage and patented technology to build its customer base in the US.

"Introducing ourselves to the discerning American consumer and treating her to the perfect cutting edge designs, impeccable fit and excelling quality of our lines is a natural further development in making our brand available and accessible to women around the globe," said Markus Spiesshofer, Triumph CEO, managing partner and member of one the founding families, at a presentation to the US market in July.

Image: Journelle store / display at Triumph Long Island