True Classic is opening three stores in time for holiday shopping.
True Classic is going it alone as it focuses on brick-and-mortar mortar expansion.
The direct-to-consumer menswear brand is opening three stores before the end of the year, with locations in the Houston, Dallas and Miami areas (see end of article for more information). In 2022, True Classic partnered with third-party platform Leap to open five pop-ups in Los Angeles, San Jose, Chicago and Washington, D.C.
While the pop-ups will remain open, the company said it is taking its physical retail operations in house, enabling it to outfit its stores with an “elevated, approachable branding that resonates with their consumer.”
"Being at the helm of creative direction and operations is crucial to our next step in physical retail," said Brent Paulsen, VP, head of retail, who most recently served as director, head of retail, at Untuckit. "While we had great success with our current stores through our strategic partner, having True Classic owned and operated locations will allow us to be fully immersed and connected with our consumer."
The new stores will stock True Classic’s full range of product, including core, active and lifestyle categories. The spaces will offer a digital-first experience with large screen technology designed to fully introduce and engage customers with the brand.
The technology will also provide ability to quickly update campaign and marketing visuals and highlight brand moments as well as holiday campaigns. Known for its savvy approach to social media and digital marketing, True Classic will showcase its comedic content throughout the physical space in the same way one would experience it on social media.
"We're excited about our digital first store design which allows our customers to interact with the product in a way they haven't been able to in the past," said Matt Kawadler, COO, True Classic. "The technology will allow our customer to see the product displayed in different ways, how it's styled, how it's worn, and most importantly, really get a visual on how our product compares and excels to what's currently in the marketplace."
Founded in 2019, True Classic is now focusing its efforts on rapid expansion of brick and mortar retail, a natural next step to engage their customer in person as well as reach a new audience, the company said.
“We already have an extremely loyal shopper in the DTC space," said True Classic co-founder and CEO Ryan Barlett. "Once they purchase True Classic, more often than not, the customer returns with a repeat purchase and also buys into other categories. We are looking for those same offerings and results in a brick and mortar space and there is an extremely high amount of potential in these store openings as we are going to the markets where our loyal customers live.”
The first new location is now open, at the Houston Galleria today. In mid-November, the brand will open at the Town Center, Boca Raton, Fla., followed by a store at the Shops at Stonebriar in Frisco, Tex., at the beginning of December, reported Women’s Wear Daily, with an average store size of 1,500 sq. ft.
True Classic offers inclusive sizing ranging from S to 3XL. The company is rooted in philanthropy. Each month, True Classic donates over 40,000 T-shirts to homeless vets, shelters, and schools alongside a partnership with Tiny House Project. True Classic also helps fulfill teachers' Amazon wishlists for back to school, provides clothes in natural disaster situations and donates time and resources for humanitarian crises throughout the US.