Triumph expands India operations with new stores, D2C investment
29 January 2025, Mumbai
Lingerie brand, Triumph is expanding its India operations through new franchise stores, increased D2C website investment, and a stronger marketplace presence. Emphasizing on this expand, Bhavin Devpuria, Marketing Head, says, the brand focuses on traditional retail expansion while maintaining partnerships with department stores like Lifestyle and Pantaloons.
Triumph's growth strategy involves evolving communication, channel expansion, and strengthening its omnichannel approach. Currently, the brand operates over 1,300 doors in India, including over 900 traditional stores, 300 department store locations, and 19 franchises, alongside their D2C website and partnerships with Myntra and Amazon.
Recognizing the growing demand for premium products in Tier II and III cities due to urbanization and rising disposable incomes, Triumph is focusing on these regions. As per latest e-commerce data, these areas contribute roughly 28 per cent of the brand’s 2024 sales. Their omnichannel model allows customers in smaller towns to explore products online and receive localized deliveries from nearby physical stores. Triumph also plans to engage local micro-influencers as brand ambassadors.
Triumph plans to open 10-15 franchises annually, targeting 30-35 by 2025, focusing on cities like Ahmedabad, Baroda, Surat, Rajkot, and Kolkata, with Kolkata being a high-revenue priority. The brand's recent launch of a standalone store in Mumbai, featuring a premium aesthetic and campaign screens, has received a positive response. It plans to launch more such stores in Kochi, Delhi, and Kolkata.
Embracing new technologies in retail operations, Triumph has launched a loyalty program with tiered benefits across online and offline channels. The program help create a seamless customer experience, ensuring consistent membership benefits regardless of shopping location, emphasizes Devpuria. The brand’s 14-day product launch cycle ensures simultaneous online and offline availability. Triumph has also created a ‘brand store’ experience on marketplaces like Myntra.
Driven by online sales, franchise expansions, and traditional retail, Triumph anticipants a significant growth in 2025.
