Triumph opens first My Atelier Southeast Asia store in PH

Global intimate apparel brand Triumph has opened its first My Atelier concept store in Southeast Asia, choosing Festival Mall Alabang as the flagship location in the Philippines. The launch marks a new chapter in the brand’s evolution, bringing with it a more intimate, personal approach to lingerie retail.

“This is a significant milestone for us as it reflects our commitment to providing a modern, personal, and highly engaging retail experience that truly embodies Triumph’s brand values,” shared Lorelei de Leon, commercial director of Triumph Philippines.

The My Atelier concept store — first introduced in markets like Taiwan, Zurich, and Vienna — features an elevated, thoughtfully designed space where comfort and self-expression take center stage. The layout leans into a lounge-like environment, with curated product segments and personalized fitting services to create a shopping experience that’s warm, welcoming, and empowering.

“Festival Mall is actually our first boutique branch, so we wanted this to be like our pioneer for My Atelier concept,” explained said Margarita Julia Umali-Santos, marketing manager of Triumph Phili­ppines, in an interview with The Manila Times during the opening.

The store’s interior is deliberately different from a traditional retail setup, with sections and atmosphere carefully designed to resonate emotionally with customers.

“With My Atelier, it’s more personal. Once you enter the store, the look feels different, it’s warmer. If you can see in our store, there’s a lot of segments and those segments are carefully thought of for a better shopping experience,” Umali-Santos added.

Triumph also has its eyes set on a younger demographic for this store, while maintaining its loyal base of long-time customers.

“For this specific branch, we aim to target the younger consumers. As you all know, Triumph has been around for so many years already. Of course, our loyal costumers are usually older. Now, we plan to target the younger consumers 25 years old and up,” Umali-Santos said.

She finally noted that that the My Atelier concept won’t stop at Festival Mall, noting that it will also be launched in department stores very soon.

The opening of My Atelier in the Philippines is part of Triumph’s global effort to blend local relevance with its international brand identity — creating a lingerie shopping space where women can feel confident, seen, and fully themselves.

My Atelier is now open at Festival Mall Alabang.