True Religion to Open in London

True Religion Apparel Inc. (Vernon, Calif.) will open its first branded retail store in London this June. The freestanding 1507-square-foot store will be located in the Covent Garden district and will carry the entire True Religion collection for men, women and kids, including denim, sportswear and handbags, as well as a range of licensed merchandise.

“This marks a key milestone in the evolution of the True Religion brand to a global retail platform,” says Jeffrey Lubell, chairman, ceo and chief merchant of True Religion Apparel, Inc. “With our Covent Garden store, we have a strong opportunity to build upon our brand's success in London's premier department stores and boutiques and further grow our brand's presence.”

True Religion will join such other Covent Garden retailers as Mulberry, Hugo Boss, Paul Smith, All Saints, Ted Baker, Karen Millen and Diesel. A flagship Apple store is also under construction in the area.

In addition to the London store, True Religion Apparel plans to open branded stores in Tokyo and Toronto in 2010. The company designs, manufactures and markets its branded products for contemporary department stores and boutiques in 50 countries around the world.