True Religion has announced opening three new stores in November 2024 in key locations, including the North Star Mall in San Antonio, Texas; Orland Square in Orland Park, Illinois; and Kings Plaza in Brooklyn, New York. The brand, which already saw success with a recent store opening in Katy Mills, Texas, in May, is focused on strengthening its retail footprint across the United States. By the end of the year, the total number of True Religion stores will reach 51, with plans to increase this number to about 150, including potential new sites in New York City.
“Our retail expansion strategy has always been built around our consumers,” said Michael Buckley, Chief Executive Officer, 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."
Alongside its retail expansion, True Religion heavily invests in marketing collaborations to rejuvenate its brand appeal, particularly within the women’s category. Their recent campaign with influencer Jadya Cheaves, who boasts 8.9 million Instagram followers, exemplifies this strategy. True Religion launched its second collection with Cheaves titled "From True Baddie to the Baddest," featuring signature styles such as faux fur trims and bedazzled denim. This collection achieved substantial traction, with 20% of the first collaboration selling out within the first 24 hours, and significant increases in website traffic and conversion rates.
To further bolster its women's line and direct-to-consumer sales, True Religion has initiated a new brand ambassador program, Team True, including NIL athletes, influencers, WNBA stars, and WAGs. This program aims to maintain a constant stream of engaging content across social media platforms, spotlighting various aspects of fashion and lifestyle.
The store locations and opening dates include:
- Katy Mills in Katy, TX opened on May 30, 2024
- North Star Mall in San Antonio, TX opens on November 8, 2024
- Kings Plaza in Brooklyn, NY opens on November 15, 2024
- Orland Square in Orland Park, IL opens on November 22, 2024
