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True Religion in big global expansion move

True Religion opened its 46th U.S.-based store -- it's first new store in four years.
True Religion, Cumberland Mall, Atlanta.

True Religion continues to grow its brand outside its home market.

The denim apparel and accessories brand said it is expanding its international presence in Asia, Africa and the Middle East. New markets include India, Indonesia, South Korea, the Philippines, South Africa, Lebanon and Qatar, bringing its total number of markets outside the United States to 26. New stores will open throughout the fall in cities that include Mumbai, Jakarta, Manila and Johannesburg.

True Religion announced in March 2023 its China expansion with Aurorae Group. The first of these new stores will open in the first quarter of 2024 in Beijing and Shanghai, with more to follow in the second half of the year.

Store formats will vary by market, from dedicated shops ranging in size from 1,000 to 1,500 sq. ft. to shop-in-shops. All stores will carry True Religion’s core collections for men and women along with key items and a locally curated selection to appeal to specific market preferences.

Some partners will also offer select wholesale opportunities to other multi-brand retailers in their regions.

“Global expansion into high growth markets, anchored by our expansion into China, remains a key strategy for us for the near future,” said Michael Buckley, CEO, True Religion. “We are excited to work with our partners in these dynamic regions and are committed to delivering a premium brand experience to True Religion shoppers across the globe.”

Earlier this month, True Religion opened its first new U.S. store since 2019, a 2,000-sq.-ft. store at Atlanta’s Cumberland Mall.

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

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