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The Indian lingerie market has evolved significantly over the last decade, with consumers becoming more brand-conscious and inclined towards premium offerings. Triumph International, a leading global lingerie brand, has carved a niche in this competitive landscape through a mix of strategic expansions, digital innovations, and a strong omnichannel approach.
Driving Growth Through Multi-Faceted Strategies
Triumph's growth strategy in India is marked by continuous evolution in communication, expansion across channels, and strengthening its omnichannel presence. The brand has adopted a holistic approach to ensure its top-of-mind recall among consumers.
"We’ve been constantly improving our communication strategy with a strong point of view. Our plans include expanding franchise stores, investing more in our D2C website, and increasing our presence on marketplaces," said Bhavin Devpuria, Marketing Head of Triumph Group (India & Sri Lanka) at Triumph International. The brand’s focus on increasing traditional retail footprints while consolidating partnerships with department stores like Lifestyle and Pantaloons has also been instrumental in its growth.
Currently, Triumph operates over 1,300 doors across India, with more than 900 traditional stores, 300 department store locations, and 19 franchise stores. This extensive presence is complemented by their D2C website and partnerships with leading e-commerce platforms like Myntra and Amazon, which enable the brand to reach a broader audience.
Expanding into Tier II and III Markets
The Indian market’s evolving demographics and urbanization trends have made Tier II and III cities a significant area of focus for Triumph. These regions have seen an increased demand for premium products as consumers become more aspirational.
"Our e-commerce data shows a growing contribution from Tier II and III towns, accounting for approximately 28 percent of sales in 2024," revealed Devpuria. Urbanization, higher disposable incomes, and a surge in digital connectivity have made these regions fertile grounds for growth.
Triumph’s expansion into these markets is not merely about increasing its physical footprint. The brand is leveraging its omnichannel model to provide seamless experiences across online and offline platforms. For instance, customers in smaller towns can explore Triumph’s offerings through online platforms while enjoying the convenience of localized deliveries through nearby physical stores.
The brand also sees opportunities to engage micro-influencers from Tier II and III towns, who act as brand ambassadors within their communities. This strategy not only builds brand awareness but also fosters a deeper connection with local consumers.
E-Commerce: A Growth Engine
In 2023, Triumph relaunched its D2C website and has since seen its business double on this platform.
“E-commerce is an ever-growing business for us, showing double-digit growth. It’s a profitable channel that we are actively investing in,” he explained. The brand’s presence on major marketplaces complements its D2C initiatives, enabling the brand to capture diverse customer segments.
Moreover, Triumph’s digital-first approach ensures that new product launches are synchronized across online and offline channels, maintaining consistency in customer experience. For instance, products launched on the D2C site are simultaneously made available at physical stores, creating a unified shopping journey for customers.
Brick-and-Mortar Expansion Plans
While digital channels are growing, Triumph remains committed to expanding its physical retail footprint. The brand plans to open 10–15 franchise stores annually, targeting a total of 30–35 franchise stores by 2025.
Key cities like Ahmedabad, Baroda, Surat, Rajkot, and Kolkata are on Triumph’s radar. These markets offer immense potential due to increasing urbanization and higher consumer spending on premium products. Kolkata, in particular, has emerged as a high-revenue region, prompting the brand to prioritize it for franchise expansion.
Triumph’s recent standalone store launch in Mumbai is a testament to its commitment to the Indian market. Situated on a high street, the store features a premium aesthetic with innovative branding elements like large screens showcasing campaigns. The store has received positive feedback, reflecting the demand for Triumph’s products in metro cities. Similar stores are planned for Kochi, Delhi, and Kolkata, signaling the brand’s ambitious retail expansion strategy.
Integrating Technology in Retail
Triumph is leveraging technology to enhance its retail operations and customer experiences. One such initiative is its loyalty program, which rewards customers across online and offline channels. Members enjoy tiered benefits, such as birthday discounts and exclusive offers, fostering long-term brand loyalty.
“We aim to create a seamless experience for our customers. Whether they shop at our stores or on our D2C platform, their membership benefits are consistent,” stated Devpuria. This integration of tech not only improves customer retention but also provides valuable data to refine the brand’s offerings further.
Omnichannel: The Way Forward
Triumph’s omnichannel approach ensures that customers enjoy a consistent experience regardless of where they shop. The brand’s 14-day product launch cycle ensures that new collections are simultaneously available online and offline, reducing delays and enhancing customer satisfaction.
It has also created a “brand store” experience on marketplaces like Myntra, where customers can explore the brand’s core values and product offerings. This initiative helps Triumph stand out in a crowded digital marketplace, reinforcing its identity as a premium lingerie brand.
"2025 is going to be a transformative year for the lingerie industry. After a challenging 2023 and a year of consolidation in 2024, we expect significant growth driven by online sales, franchise expansions, and traditional retail," he concluded.
Source: By Vaishnavi Gupta, Assistant Editor, IndianRetailer.com & Retailer Media (Franchise India Media)
