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Brand in Focus: Triumph International

We all know Triumph International and we all (well most of us!) love wearing Triumph sports bras. But how did Triumph get to where it is today? The story is 133 years in the making.

How It All Began

Triumph Internationals journey began in a barn in Germany in 1886. From here, the tiny German corset factory has grown into one of the world’s leading manufacturers of lingerie and underwear. Certainly a true global success story.

Triumph today enjoys a presence in over 120 countries worldwide. For its brands Triumph and sloggi the company develops, produces and sells underwear, lingerie, sleepwear and swimwear Above all fusing excellent quality, unrivaled fit and the latest in fashionable design.

In Australia, Triumph International has been producing the most comfortable, high quality, innovative and fashionable women’s intimate apparel since 1969. Today Triumph International Australia is a fully owned subsidiary of the parent company and houses one of five international design centres. Furthermore Triumph International Australia employs approximately 120 people. Its operations, based in Wynnum West, focus on the design and manufacture of ladies’ lingerie. Triumph International has ten retail stores throughout Australia. These offer customers a unique shopping experience with complimentary professional bra fittings and lingerie advice.

The Early Years

It all began in 1886 with just six employees and six sewing machines in a barn in Germany. From here Spiesshofer & Braun founders Johann Gottfried Spiesshofer and Michael Braun expanded to 150 employees in a few short years.

Spiesshofer & Braun doesn’t really scream memorable. First of all recognising the fact that a brand should first and foremost be ‘memorable’, Spiesshofer and Braun rebrand to ‘Triumph’. Paris’s famous ‘Arc de Triomphe’ the inspiration. Following this the company quickly reached the position of the leading lingerie manufacturer in Europe.

Brand Focus - Triumph International_History

Expansion Time

Following World War II production restarts. Product development is re-initiated. And from 1953 trading begins under the name ‘Triumph International’. Following this, expansion throughout Europe begins in earnest. Hence branches open in Belgium, the UK, Sweden, Italy, Finland, Norway, Denmark, Austria and the Netherlands.

Quickly following their European expansion Triumph begins expansion into Asia. Consequently branches are opened, amongst others, in Hong Kong, Singapore, Taiwan, Thailand, China, and India over the next few decades. By the mid-60s, Triumph is one of the three leading manufacturers in Japan. European business is expanded into Spain, Greece, France and Portugal. By 1965 Triumph International is selling lingerie in 92 countries. Wow!

Factories in Austria, Germany and Hong Kong cement Triumph’s reputation as a high-tech fashion company. They become information centres for textile technicians and clothing experts from all over the world. In 1972 Triumph buys into Brazilian, Australian and South African markets.

1986 sees Triumph International celebrates its 100th birthday. In the year of this celebration the group employs 19,000 people worldwide. Achieving a total turnover of more than CHF 996 million. The company takes over the exclusive French men’s underwear brand HOM. In 1988 franchising agreements are reached with Uruguay and former East Germany. 1989 sees the further expansion into Canada, New Zealand and South Korea.

Triumph International broadens the diversity of its range with the purchase of the exclusive lingerie brand Valisère. The Nineties stand for constant expansion into Eastern Europe. With new production plants in Thailand, in the Peoples Republic of China and in India. The company expands its number of employees to more than 35,000.

Brand Focus - Triumph International_Women

A Story of Success

By 2002 the trademark “Triumph” has been in use for 100 years. That same year and the firm carries on along its path of constant growth in the new millennium. Triumph stores are opened in major European cities. Engagement in Asia, particularly in India, is strengthened with sales networks in Mumbai, Chennai, Delhi and Bangalore. In 2001 in Eastern Europe a state-of-the-art Triumph production unit is opened in Hungary‟s Dunaujvaros.

In 2008 Triumph undergoes a completely new and modern corporate redesign, at the heart of which is the introduction of a modern new logo. A logo it has kept until today. Expansion continues with 1,650 stores worldwide showcasing Triumph’s unique products and providing a platform for the brand to engage directly with its consumers.


In 2013 Triumph entered the North American and Mexican markets to further increase its global presence. By the acquisition of two successful lingerie retailers; Journelle (US) and Vicky Form (Mexico), Triumph expands its presence in these new markets, while additionally announcing plans for growing with controlled Triumph shelf-space in the US. Together with its existing business in Canada, Triumph now has business stakes in all North American markets, continuing its success story with fashionable quality products, supreme fit and excellent service to style seeking consumers.

If you want to know more on this renowned brand check out what Wikipedia has to say.

Yours in support.

Amy x

Amy Jaffers

Amy is the face behind Sports Bras Direct, Australia’s largest sports bra website. She's a mother of two, outdoors lover and sports bra expert. Her life mission is to help active women get the support they need as well as assisting women in need through her charitable donations.

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