Triumph sells its affordable lingerie brand Dorina to a Hong Kong firm

The Swiss lingerie group keeps moving towards its business concentration goal. After divesting from menswear brand HOM, Triumph has just sealed the sale of cheap fashion brand Dorina to a Hong Kong company.

Full concentration on the core business with an emphasis on Triumph and Sloggi brands is the main strategic goal for the lingerie Swiss group. Headquartered in the Swiss town of Bad Zurzach, has just sold its value segment brand Dorina to Hop Lun, a Hong Kong-based lingerie company, which wants to be more active in Europe.

"We know how important in today's world are fast delivery and good service, and have therefore decided, to add to our current fashion collections a 'never-out-of-stock' business and an better access to the international department store and super market segment. Furthermore, we see great potential in further international expansion with the brand Dorina”, summed up the rationale of their acquisition Hop Lun´s CEO, Pieter-Bas Stehmann.

Hop Lun will take over the Munich-based Dorina´s sales team. The lingerie brand, which is marketed in Germany and other European countries focusing on the self-service channel, is to benefit from the structures and expertise in the areas of product management and production, in the future., as published by German press.

Managing Director Ulrich Daiss remains responsible for further sales and marketing as managing director.