True Religion Sets Moves into Asia, Africa and the Middle East

True Religion (Los Angeles) announced it is expanding its international presence into Asia, Africa, and the Middle East. Specific new countries for the brand include India, Indonesia, South Korea, the Philippines, South Africa, Lebanon, and Qatar, bringing its total number of markets outside the United States to 26.

New stores will begin opening throughout the fall and into next spring in such cities as Mumbai, Jakarta, Manila and Johannesburg.

“Global expansion into high growth markets, anchored by our expansion into China, remains a key strategy for us for the near future,” said CEO Michael Buckley. “We are excited to work with our partners in these dynamic regions and are committed to delivering a premium brand experience to True Religion shoppers across the globe.”

The latest announcement follows True Religion’s disclosure earlier this year that it was expanding in China in partnership with the Aurorae Group. The first of those new stores will open in the first quarter of 2024 in Beijing and Shanghai, with more to follow in the second half of the year. (The denim retailer also recently unveiled plans to open its first new store in the U.S. in four years, in Atlanta.)

Store formats will vary by market, from dedicated boutiques ranging in size from 1000 – 1500 square feet to shop-in-shops. All stores will carry True Religion’s core collections for men and women along with key items and a locally curated selection to appeal to specific market preferences. Some partners will also offer select wholesale opportunities to other multi-brand retailers in their regions.

Founded in 2002, the chain has had its ups and downs, including two trips into Chapter 11 bankruptcy. (It emerged from the second of those in 2020.)