After 17 years in the mainland Chinese retail market, German lingerie brand Triumph will close all its physical stores in China by December 31, 2025, according to store employees. The 138-year-old company has seen its market share shrink from 5.2% in 2015 to less than 1% in 2024. Triumph entered China in 1979 through sourcing, established its first factory in 1992, and launched retail operations in August 2008. The exit reflects multiple challenges, including shifting consumer preferences toward affordable comfort and wire-free designs — which now account for 68% of China’s lingerie market — as well as intensified competition from local brands like Ubras and Neiwai. It remains unclear whether the brand will continue online sales.