True Religion opening four more stores — eyes big expansion
Denim and lifestyle apparel brand True Religion is expanding its footprint in major markets.
True Religion has announced four new locations, with stores in the Dallas and Chicago metro areas, San Antonio and New York City. The openings signal new growth for the brand, which now operates 51 stores in the United States. Last year, True Religion opened its first new store since 2019.
Looking further out, the brand sees the potential for approximately 150 stores in North America, according to a report by WWD.
“Our retail expansion strategy has always been built around our consumers,” said Michael Buckley, CEO of True Religion. “While we are very selective about where to open new stores, we’ve seen quite a bit of new demand on truereligion.com from shoppers in these markets. We know our customers in Brooklyn, San Antonio, Katy, and Orland Park will enjoy the physical shopping experience we have created for them as much as they enjoy the online experience.”
The four new store locations and opening dates include:
- Katy Mills, Katy, Tex. (opened on May 30);
- North Star Mall, San Antonio, Tex. (opens on Nov. 8);
- Kings Plaza, Brooklyn, N.Y. (opens on Nov. 15); and
- Orland Square , Orland Park, Ill. (opens on Nov. 22).
In the WWD report, Buckely noted that "retail is tough."
"But the reality is we’ve already mapped out another 100 potential locations for the brand based on our demographic and where we’re successful from an e-commerce perspective,” he said.
The store expansion comes on the heels of True Religion’s recently announced holiday campaign, “Where Holiday Wishes Come True,” starring rappers Megan Thee Stallion and Hunxho, which will feature prominently in all stores, including the soon-to-open ones. The holiday theme is a play on the brand’s name as well as the universal tradition of holiday wish-making. The holiday collection includes “edgy drops” throughout the season for both men and women which incorporates the brand's signature embellished logo details, contrasting double-stitch effects, studs, shine and distressed graphics.
Founded in 2002, True Religion is based in Los Angeles. In February of this year, it was reported by CNBC that the brand’s owner, hedge fund Farmstead Capital Management, was considering selling the company.
