First Look: True Religion opens its first new store in four years

True Religion is expanding at home, overseas and into new product categories.

The denim and apparel brand has opened its first new store since 2019, at Atlanta’s Cumberland Mall. The 2,000-sq.-ft. store is True Religion’s 46^th store in the United States.  

The Cumberland outpost boasts new visual merchandising, with updated fixtures to enhance the shopping experience. Features include new denim tables, half-body forms in a range of sizes and new light boxes that highlight core denim pieces and allow customers to see each style in greater detail.  The accessory cabinets for belts and handbags have also been redesigned. 

“A key component to True Religion’s omnichannel growth strategy is to identify and open selectively in locations where our shopper wants us to be,” said Michael Buckley, CEO, True Religion. “We remain a digital-first direct-to-consumer brand and are excited to begin adding more physical stores to our mix in the right markets.”

The company is also adding new product categories. It will enter the home market, starting in January, through a parternship with Envogue to license True Religion-branded products for the bed, bath, living room, and kitchen. 

 Products under license include bedding sheets and comforters; decorative pillows; bath and area rugs and towels; desk and bath organization products;  kitchen mitts; aprons; table linens; and mats. The collection will be sold through True Religion’s own stores and website as well as at major retailers in both the U.S. and Canada.

Global Expansion 

True Religion is also expanding its global reach with plans to open in India, Indonesia, South Korea, the Philippines, South Africa, Lebanon and Qatar, reported Women’s Wear Daily.  It is due to open stores this fall in Mumbai, Jakarta, Manila and Johannesburg, the report.

In March, True Religion announced it was expanding into China with partner Aurorae Group, owner of Evisu Group. Plans call for the opening of 65 stores (a mix of freestanding locations and shop-in-shops) by 2026, growing to a total of 108 by 2028. The Chinese market is expected to represent 10% of True Religion’s global brand volume by 2026.

“Expansion into the Chinese market has been on our roadmap for the past several years, so we are very excited about our partnership with the fantastic team at Aurorae Group,” said Buckley in a March company release. “The right partner is key to success in China, and Aurorae’s proven local market expertise will enable us to successfully grow True Religion’s presence throughout mainland China as well as in Hong Kong and Macau.”