Swiss lingerie retailer Triumph will shut all of its UK stores in an effort to relaunch its estate in higher footfall areas.

Its stores in Bluewater, Cambridge, Churchward, Exeter and Walton will cease trading by the end of the year, but the retailer has stated there were still wholesale and concession locations local to all of these allowing customers to continue shopping.

Triumph is seeking to ramp up its presence in the UK with the launch of its new retail format, alongside boosting its profitability.

Its new store will offer curated collections including Triumph, Sloggi and Triaction brands.

The new stores locations have yet to be confirmed, but will be handpicked to ramp up footfall and potential outreach for the retailer.

“Our objective is to operate a chain of very profitable Triumph retail stores,” Triumph managing partner Roman Braun said.

“To that end, we are implementing a strategy to both invest further into current profitable stores and new stores, and rigidly review stores that are not performing to our financial expectations.”

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