With fresh outside-the-box ideas, Triumph is targeting a new audience that they've never considered before - men.

To help male shoppers overcome their shyness when buying underwear for their girlfriends or wives, the lingerie company has started a special 'Guys-only' workshop where they can pick up tips on choosing the right lingerie.

Male customers can also shop in privacy for two hours every last Friday of the month, as part of Triumph's 'Guys-only' shopping.

Not forgetting their female customers, Triumph has also started special 'Cleavage Creation' workshops for ladies, and has arranged for educational talks to be held in schools.

For Triumph's two standalone boutiques at OUB Centre and Ang Mo Kio Hub, shoppers have the luxury of changing in plush fitting rooms so husbands, boyfriends or girlfriends can join in their lingerie selection.

In addition, Triumph has rolled out a new service charter for its staff to follow, which ensures employees trained and skilled to offer friendly and professional service at all times.

The spanking new innovations are part of Triumph's Customer-Centric Initiative (CCI) launched last June, to perk up its customer service.

CCI is part of the Go-the-Extra-Mile for Service (GEMS) movement to transform Singapore's service quality in the retail sector.

And Triumphs efforts have certainly paid off. The company has seen sales grow up to 28 per cent at stores which have undergone CCI.

Going forward, Triumph said consumers can expect more innovative service concepts as they continue to expand their business in Singapore.

On the cards? Possibly an in-house cafe, and birthday parties for customers.