True Religion taps former Columbia Sportswear, Macy’s exec for key role
True Religion has appointed a retail e-commerce veteran to lead its transformation to a digital-first direct-to-consumer brand.
The denim and sportswear brand named Scott McCabe as senior VP, e-commerce. His appointment comes as True Religion is looking to have e-commerce account for 50% of its sales by 2025, up from 35% of total volume in 2021.
McCabe joins True Religion from Columbia Sportswear, where he served as senior director, e-commerce and was responsible for continuous double-digit year-over-year revenue and operating income growth. Under his leadership, the company saw a robust 65% increase in active loyalty memberships, according to True Religion, and improved revenue generated by CustomercCare as well as call abandonment rates through chatbot integration.
Before joining Columbia in 2017, he was VP, e-commerce for Men’s Wearhouse. Prior to that, he held roles at Macy’s and Gap Inc.
“Scott’s incredible track record of growth, profitability, and innovation will help propel True Religion’s rapidly expanding digital commerce business,” said Michael Buckley, CEO True Religion Apparel. “His customer-first vision combined with broad expertise in performance marketing, customer acquisition, and loyalty will be critical to True Religion’s goal of tripling online revenues and achieving 50% e-commerce sales penetration by 2025.”
[Read More: True Religion breaks Cyber Week sales record]
At True Religion, McCabe succeeds Angela Clark, who recently left the company to become the head of Patagonia’s digital studio.
“True Religion is at a very exciting moment in its almost 20-year history as e-commerce becomes an even more important channel for the consumer,” said McCabe. “I’m excited to join Michael and the rest of the team at True Religion to augment the incredible business transformation underway with expanded digital capabilities.”
In October 2020, True Religion emerged from Chapter 11 bankruptcy protection for the second time in less than three years.