Market The first branch of the Triumph company was established in Croatia in 1999. Triumph attracted more loyal customers every year with its quality and design, and thus developed itself in all major cities of the Republic of Croatia. Customers perceive Triumph as a high-quality Swiss-German brand. Triumph confirmed its quality, comfort and design in Croatia, especially in the bra with large cup segment, and became women's choice number one. Since Triumph is focused on women's needs, years of worldwide researches resulted in discovery of the most suitable materials and models, which provide perfect fitting, comfort and look for various types of women in different parts of the world. Achievements Triumph International is one of the world’s leading underwear manufacturers. The company enjoys a „Lace Sensation“ – Bodydress / SpSu 2011 (© 2011 Triumph) presence in over 120 countries with its core brands Triumph®, sloggi®, Valisère® and HOM®. Triumph 1902. Spiesshofer and Braun recognise the need 1986. Triumph International celebrates the employs more than 37,500 people and achieves a for a memorable trademark – one that transcends company’s 100th anniversary. In its centenary turnover of CHF 2.3 billion (2009). borders. Inspiration beckons Johann Gottfried year, the Triumph Group employs a staff of With the recent acquisition, when Triumph Spiesshofer when he sees the Arc de Triomphe in 19,000 all over the world and its total turnover purchased all shares in Swiss lingerie retailer Beldona, Paris – “Triumph” becomes the trademark. The amounts to more than 996 million Swiss francs. Triumph also became the sole share-owner of company develops new export markets and quickly The expansion course of the company continues Beldona. grows within Europe. apace: Triumph International had begun selling in 1933. The foundation stone is laid for the People’s Republic of China in 1985 and now in History international expansion: the firm fits out its first further expansion, takes over the exclusive French 1886. Corset maker Johann Gottfried Spiesshofer branch abroad in Bad Zurzach, Switzerland. Forty- men’s underwear brand, HOM. This is followed and businessman Michael Braun set up the four years later the worldwide holdings of Triumph in 1988 by a licence agreement with Uruguay and Spiesshofer & Braun corset factory. With a staff of International will develop from this site. In the licensed production of underwear and swimwear six and the same number of sewing machines they Thirties, Triumph grows to become Europe’s largest begins in the German Democratic Republic. The start producing corsetry in a barn. The location: corsetry manufacturer and in 1936, the year of the establishment of sales companies in other important Heubach in Württemberg, Germany. The company Berlin Olympics, the company proudly celebrates its markets – among them Canada and New Zealand – expands rapidly in the heyday of the German corset 50th birthday. commences a year later. industry; by 1890 the staff already numbers 150. In 1948. A fresh start after the currency reform: 1990. With the purchase of the exclusive 1894 the first supply agreement for export is signed production recommences the company grows French lingerie brand, VALISERE, in 1990, Triumph and the company starts exporting to England. extremely fast and, from 1953 onwards, trades International expands its portfolio with a luxury as “Triumph International”. From 1954 to 1959 it segment. The Nineties are above all a decade of expands within Europe: branches are opened in continuous expansion in Eastern Europe and on the Belgium, Great Britain, Sweden, Italy, Finland, Norway, Asian market (new production facilities are created in Denmark, Austria, and the Netherlands. Thailand, the People’s Republic of 1960. Triumph International expands into China and India). The company opens a Triumph Asia and opens a branch in Hong Kong in 1960. store in Warsaw in 1999. The group grows by 11,000 Over the next decades this is followed by Malaysia, employees in the Nineties to a total of more than Singapore, Taiwan, Thailand, the Philippines, China, Sri 35,500. Lanka, Vietnam and India. The company has already developed to become one of the three top intimate apparel manufacturers in Japan by the mid-Sixties. New branches are opening in Europe too – in Spain, Greece, France and Portugal. In 1965, Triumph International is marketing its products in 92 countries. 1977. The Swiss company in Bad Zurzach becomes the sole primary company in the group “Triumph International Spiesshofer & Braun KG”. Internationalisation of the company is constantly advancing: the production plant in Wiener Neustadt (Vienna, Austria) and the facilities in Heubach Founders Johann Gottfried Spiesshofer (left) and Michael Braun (right) (Germany) and Hong Kong consolidate Triumph’s reputation as a high-tech fashion company. They become information centres for textile engineers and clothing experts from all over the world. The strategic position of the firm is strengthened in every continent: in 1972 Triumph buys into the Brazilian market, takes over the “House of Jenyns” in Australia and commences production under licence in South Africa. Further subsidiaries are set up in Chile, 1959 – Triumph Fashion Show at the Berlin Hilton Thailand and the Philippines. 1906 – Spiesshofer & Braun, Heubach

286 SUPERBRANDS 2002. The Triumph trademark was registered thought, “What am I going to wear?”, with sloggi, they and high-fashion designs, with lingerie featuring the 100 years earlier. The company continues its constant always find the right answer. For this trusted, good- most exquisite materials, indulgent touches, and growth into the new millennium and invests in humoured, everyday brand offers exactly the right extraordinary attention to detail. innovative marketing. More Triumph Stores are underwear for whatever your mood, whatever your opened in the metropolises and major cities of outfit. From the brightly coloured fashion collection Promotion Europe, serving as brand showcases and providing a through to the body-sculpting shape range, from bras Triumph invests also in promotion, which, according sensuous shopping experience for consumers. The and briefs to cami-tops – with sloggi every day kicks to the strategy and business policies, as an objective Asian involvement is increased further, particularly in just right. High-quality fibres such as Lycra® and always has a satisfied customer. in India, with sales branches being set up in Mumbai, Trade marketing is the most frequent and Chennai, Delhi and Bangalore. These are followed everyday way of communication with which in 2003 by branches in Hyderabad and Calcutta. In Triumphreaches the its wholesale customers and key Eastern Europe, an ultramodern Triumph factory is accounts. officially opened in Dunaújváros, Hungary, in 2001. Great importance is also given to direct 2011. Triumph celebrates 125 years of creativity, marketing and ,word of mouth. Product experience innovation and dedication by continuing to set always has an extremely convincing and immediate industry standards in its core competence of best fit, effect, and confirms the premium quality, modern derived from a deep knowledge and understanding design and perfect fitting of Triumph products in of the female body. Following this tradition, Triumph a very credible way. In many campaigns Triumph presents a multitude of landmark innovations through media and celebrities/brand ambassadors and exciting new concepts. Triumph’s sensational give advice to women about what lingerie to wear new shape concept fuses highly effective shaping on specific occasions, the importance of materials performance with cutting-edge fashion appeal, and the correct size. creating a niche in its own right. Triumph Triumph is proud of its contribution to raising Essence – The Luxury Collection, whose first awareness, self-confidence, dignity and beauty of autumn/winter collection is launched in 2011, every woman, and in 2010 we emphasized through represents a new definition of remarkable design, the sponsorship of Miss and Mister Croatia contest. luxurious material and perfect fit. Triumph finds We were pleased that a Croatian, and one of inspiration for its creations not only from within the the most successful world models, Helena Šopar, company: the “Triumph Inspiration Award”, launched shooted the global Triumph campaign for the Spring/ in 2008, encourages young hopefuls to make a name Summer 2010 collection. for themselves in the fashion industry. The prize is awarded to talented up-and-coming designers Brand Values from around the world – thus ensuring a fruitful As a global company Triumph acts responsibly with dialogue between the company and young, creative Luxurious Essence – Dress / AW 2011 (© 2011 Triumph) respect to the environment. And the application of consumers. ecological standards often turns out to be a source Leading the global intimates market, Triumph Supima® or fabric innovations like Sensitive Touch® of innovations, both in the products themselves and will continue its global success story, producing and give a top level of comfort for every day and every in the manufacturing process. This is why Triumph is marketing desirable, fashionable and state-of-the-art occasion. constantly testing environmental protection measures innovative lingerie and underwear in countries all HOM and rapidly implementing any new findings we across the world. Ever since its launch in 1968, HOM has been make. Numerous programmes integrate studies of at the forefront of creating innovative, perfectly environmental compatibility as well as the separation Product tailored underwear, swimwear and leisurewear for a and recycling of waste, and we are also constantly If you feel good about yourself you will be beautiful. demanding group of male consumers. Before HOM, looking into how we can make do with less packaging There is very little apart from that that can make men’s briefs were a rather static affair. By being material. We also implement energy-saving concepts a body look lovelier. And it is precisely with this the first to introduce a soft pouch in men’s briefs, at all Triumph International locations in order to “little” that we love to work; we produce remarkable HOM delivered a new experience of comfort and reduce CO2 emissions. As early as 2003, we were designs that emphasise the uniqueness of every functionality. Ever since, HOM has incorporated given the prestigious German B.A.U.M. Environmental individual body. They are dedicated to both women expertise and ingenious textile engineering into Award for our many years of consistent commitment and men who love their bodies and want the its styles. The first briefs without an elasticised to environmental and consumer protection issues. best for them. Each of our four principal brands, waistband, the first jockstrap or the first boxers We also offer our consumers the chance to wear Triumph, HOM, VALISERE and sloggi, is geared to a with internal support are striking examples that have their environmental awareness next to their skin. different target group with different requirements. shaped HOM’s image as an innovation leader. We use the latest, ecologically certified materials for But all our products encompass an uncompromising VALISERE our collections. In addition, in 2008, the Triumph commitment to quality, fit and an infallible feel for Caressing the eye and mind with its fascinating brand presented the first lingerie collection with fashion trends. lingerie, VALISERE celebrates the luring beauty biodegradable elastane. Earth-friendly fibres made Triumph of femininity since 1860. Of French origin, every from bamboo and organic cotton feature in Triumph’s Women around the world choose Triumph – single VALISERE collection is dedicated to elegantly “Natural Sensation” concept, launched in spring the iconic global leader in lingerie and shapewear seducing all senses with charming subtlety: exclusive 2011, celebrating nature’s vitality. There is also sloggi’s – not only for its outstanding craftsmanship, fit, and fabrics enhanced with delicate embroidery of “Basic Organic” range whose fabric has not only innovations but also for the way it makes them look outstanding workmanship. been medically tested for body compatibility and and feel: desirable, fashionable and confidently sexy. The seasonal VALISERE interpretation of “Le freedom from pollutants but is also manufactured sloggi Langage de la Séduction” is always exciting, enthralling from certified organic cotton – for our customers this Monday, Tuesday, Wednesday... Around the world but unforeseeable – it perfectly suits women who means that quality of life is truly within their grasp. every morning women get up and immediately ask dictate their own terms of seductiveness. themselves: “How do I feel today?” And, following the www.triumph.com Recent Developments Triumph today is at the cutting edge of fashion, working with top models in its THINGS YOU DIDN’T KNOW ABOUT... campaigns and consulting recognized designers to create hot new styles and Triumph collections. It’s latest Shape Sensation collection is a prime example: it pioneers Triumph made the first piece of underwear new territory with shapewear that creates entirely without sewing thread. ultimate curves while balancing sexiness, fashion, and function. As Triumph Head Triumph made the first fashion show to present of Global Brand Management, Susanne lingerie against naked skin instead of over body McKenna, states, “Innovations like these stockings. confirm the brand’s reputation as the iconic global leader in innovative and alluring Triumph made the first global inspiration lingerie and shapewear”. competition for students of lingerie design. An exciting new label, Triumph Essence, The Luxury Collection, showcases the Triumph made the first sports bras with optionally „100%“ – Hipster / AW 2011 (© 2011 Triumph) brand’s 125 years long dedication to integrated pulse measurement devices. „Light Ultra Soft“ – Padded Bra & Hipster / SpSu 2011 (© 2011 Triumph) exceptional craftsmanship, perfect fit,

SUPERBRANDS 287