Triumph is set to close all of its own-brand retail stores by the end of September, with plans to replace them with new concept stores in more profitable locations.
The closing stores are all within close proximity to Triumph wholesale accounts, which will continue to serve consumers, alongside the company’s e-commerce site.
Triumph closed its shop in Churchward, Swindon yesterday, and will close its Exeter branch on July 9.
Other affected locations are Bluewater, Cambridge and Walton in Surrey.
Future Triumph store openings are planned for high footfall locations and will feature a new retail concept, bringing to life the brand’s fusion of heritage and innovation, which Triumph expects to improve retail profitability.
Triumph said it will also invest considerably in its existing retail network across Europe, rolling out a new, modern, store design concept.
“Our objective is to operate a chain of very profitable Triumph retail stores,” said Roman Braun, managing partner and Triumph’s head of sales for the Western markets.
“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.”