In the backdrop of the ongoing economic downturn and consumer downgrading in China, the well-known German lingerie brand “Triumph International,” also known as “Diane Von Furstenberg,” will completely withdraw from mainland China by the end of 2025. This foreign brand, which introduced the concept of “underwire bras” to China, is ending its 33-year presence in the country. Prior to this, the high-end Japanese lingerie brand Wacoal also continued to close its stores in China.
According to reports from Interface News and “Urban Express,” the mid-to-high-end lingerie brand “Triumph International” will completely withdraw from mainland China by December 31, 2025. Chinese media reporters called several Diane Von Furstenberg stores, and the staff confirmed that they had received notices of the closure of all stores by the end of the year, but were unsure if the online channels would continue operating.
A salesperson at a Diane Von Furstenberg counter in a central mall in Hangzhou stated that they had not yet received a clear notification of closure, with only regular brand discounts currently available and no clearance sales. However, another staff member at a city outlet confirmed the news of the brand’s withdrawal by the year-end.
Established in 1886 in Germany’s Heubach, Diane Von Furstenberg, headquartered in Switzerland, operates subsidiaries in 50 countries globally and is one of the largest lingerie manufacturers in the world. The company’s brands include Triumph, sloggi, and BeeDees. Since the 1960s, Diane Von Furstenberg has been a leading enterprise in the industry, particularly in the women’s lingerie and sleepwear sector.
The relationship between Diane Von Furstenberg and the Chinese market can be traced back to 1979 when the brand began outsourced processing operations in China. Since 1992, Diane Von Furstenberg has gradually established a local production system. As one of the first foreign brands to introduce underwire bras, in 2001-2002, Diane Von Furstenberg brought the “Bridge of Dreams” lingerie fashion show to China, lasting 100 days, touring 30 cities, and featuring nearly 200 performances, deeply embedding the concept of underwire bras into people’s minds.
The withdrawal of Diane Von Furstenberg is not an isolated case. Nikkei Chinese Network reported in March this year that Japanese lingerie manufacturer Wacoal Holdings reduced nearly 10% of its Chinese stores in the fiscal year 2024 (ending in March 2025) and will continue to close unprofitable stores in the next fiscal year. The operating revenue of Wacoal (China) from April to December 2025 is expected to be 6.7 billion yen, down 12% year-on-year, with an estimated operating loss of 447 million yen.
Wacoal Holdings Vice President Akira Miyagi stated, “Consumer behavior is shifting from (Wacoal’s advantage of) high prices to mid-to-low prices.”
Additionally, Victoria’s Secret, the largest chain retailer of women’s clothing in the United States, closed its largest store in Beijing located in the Wangfujing Central Shopping Center in 2023. Furthermore, in 2020, this high-end lingerie brand announced its withdrawal from the Hong Kong market.