Soft opening weekend beats projections by 67.9%

True Religion, the iconic global lifestyle apparel and accessories brand, today announced the opening of its first new store since 2019, located in Atlanta’s Cumberland Mall. The 2000 square foot full-range store for men, women, and children exceeded soft opening projections by 67.9% and becomes True Religion’s 46^th store in the United States and symbolizes the brand’s omnichannel strategy of easy accessibility to its core consumer demographic.

“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, Chief Executive Officer, 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 Cumberland store debuts new visual merchandising, with updated fixtures to enhance the shopping experience. Features include new denim tables and half-body forms to allow shoppers a greater sensorial experience with visually rich options displayed on a range of body form sizes. In addition, new light boxes were launched which highlight core denim pieces to allow customers to see each style in greater detail while shopping for their perfect fit. The Cumberland store also showcases new accessory cabinets, designed to display belts and handbags, which bring greater attention to True Religion’s accessories collection.

Atlanta is the Los Angeles-based brand’s spiritual home on East Coast. It has had numerous successful collaborations with Atlanta-based artists, including recording artist 2Chainz as well as artist and designer Bluboy. The brand is currently celebrating its twenty-first birthday by going back to its Hip Hop roots with collaborations with Atlanta-based rappers Lil Gnar and Kaliii.

About True Religion

In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women, and kids.

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