True Religion Heads to China

Denim brand True Religion (Los Angeles) announced its expansion into China with partner Aurorae Group, owner of EVISU Group (Hong Kong). Plans are underway to open a mix of 65 freestanding stores and shop-in-shops by 2026, growing to a total of 108 by 2028. That first wave is expected the result in the Chinese market representing 10 percent of True Religion’s global brand volume by 2026, the retailer says.

“Expansion into the Chinese market has been on our roadmap for the past several years, so we are very excited about our partnership with the fantastic team at Aurorae Group,” said True Religion CEO Michael Buckley. “The right partner is key to success in China, and Aurorae’s proven local market expertise will enable us to successfully grow True Religion’s presence throughout mainland China, as well as in Hong Kong and Macau.”

True Religion says this strategic move is part of its global growth strategy. In addition to physical retail, the partnership expands the retailer’s ecommerce presence in the region.

“We are enthusiastic about this partnership,” said David Pun, Chairman and CEO, EVISU Group. “We are looking forward to introducing True Religion to a new wave of Chinese consumers and leveraging our comprehensive relationships and extensive retail networks in Asia to bring the brand to unprecedented new heights.”

It’s sometimes been a rocky road for True Religion since its founding in 2002, including two trips into Chapter 11 bankruptcy. (It emerged from the last of those in 2020.) According to its website, True Religion’s store footprint consists of 40-plus stores in 22 U.S. states, seven in Mexico and three in Canada.