True Religion Opens First Store Since 2019

True Religion (Los Angeles), the denim-centric global lifestyle apparel and accessories brand, has opened 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 earlier this month by nearly 70 percent, the retailer said.

As True Religion’s 46th store in the United States, the new outlet “symbolizes the brand’s omnichannel strategy of easy accessibility to its core consumer demographic,” the company said in a news release.

“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 CEO Michael Buckley. “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 updated fixtures, including new denim tables and half-body forms that give shoppers a greater sensory experience with visually rich options displayed on a range of body form sizes. In addition, new light boxes were installed to highlight core denim pieces. The Cumberland store also showcases new accessory cabinets to display belts and handbags.

Founded in 2002, the chain had its ups and downs, including two trips into Chapter 11 bankruptcy. (It emerged from the second of those in 2020.) Earlier this year, True Religion unveiled plans for a major push into China.