Schulte encouraged Bettmann to transform Triumph into a manufacturing company, and in 1888 Bettmann purchased a site in Coventry using money lent by his and Schulte's families. The company began producing the first Triumph-branded bicycles in 1889. In 1896, Triumph opened a subsidiary, Orial TWN (Triumph Werke Nuremberg) a German subsidiary for cycle production in his native city.
