Inside True Religion’s Next Era of Growth
EPISODE #298
Summary
This episode is brought to you by National Retail Federation.
Featuring: True Religion CEO Michael Buckley
True Religion may be synonymous with the premium denim boom of the early 2000s, but its growth story today looks very different. The brand has expanded well beyond jeans, embraced more accessible price points and built an omnichannel business designed to reach a much broader consumer. Now, with revenue climbing and an ambitious store expansion underway, True Religion is setting its sights on becoming a billion-dollar lifestyle brand.
True Religion CEO Michael Buckley, who returned to lead the company in 2019, joins host Kate Robertson to unpack the business strategy behind the brand’s evolution. He shares how a deeper understanding of True Religion’s customer reshaped its product, pricing and distribution strategies, why physical stores are critical to its next phase of growth and how the company balances its unmistakable brand heritage with the need to stay culturally relevant.
Key Takeaways
- How True Religion expanded beyond premium denim to reach a broader audience with more accessible pricing and a diverse lifestyle assortment
- Why understanding where and how its customers want to shop has shaped the brand’s omnichannel distribution strategy
- How True Religion uses its iconic branding, celebrity partnerships and deep connection to music and culture to stay relevant with consumers
- Why the brand plans to grow its physical footprint to approximately 150 stores while continuing to scale ecommerce and wholesale
- What it takes to maintain product relevance and operational discipline as True Religion works toward becoming a billion-dollar brand
Related Links
- Learn more about True Religion
- Get more retail industry insights from Retail TouchPoints
- Subscribe and catch up on all episodes of Retail Remix
Your customers won’t wait, and neither should you. Head to nrfbigshow.com to lock in your spot at NRF’s Big Show, Jan. 10-12 at the Javits Center, and move your business fast forward.
Summary
This episode is brought to you by National Retail Federation.
Featuring: True Religion CEO Michael Buckley
True Religion may be synonymous with the premium denim boom of the early 2000s, but its growth story today looks very different. The brand has expanded well beyond jeans, embraced more accessible price points and built an omnichannel business designed to reach a much broader consumer. Now, with revenue climbing and an ambitious store expansion underway, True Religion is setting its sights on becoming a billion-dollar lifestyle brand.
True Religion CEO Michael Buckley, who returned to lead the company in 2019, joins host Kate Robertson to unpack the business strategy behind the brand’s evolution. He shares how a deeper understanding of True Religion’s customer reshaped its product, pricing and distribution strategies, why physical stores are critical to its next phase of growth and how the company balances its unmistakable brand heritage with the need to stay culturally relevant.
Key Takeaways
- How True Religion expanded beyond premium denim to reach a broader audience with more accessible pricing and a diverse lifestyle assortment
- Why understanding where and how its customers want to shop has shaped the brand’s omnichannel distribution strategy
- How True Religion uses its iconic branding, celebrity partnerships and deep connection to music and culture to stay relevant with consumers
- Why the brand plans to grow its physical footprint to approximately 150 stores while continuing to scale ecommerce and wholesale
- What it takes to maintain product relevance and operational discipline as True Religion works toward becoming a billion-dollar brand
Related Links
- Learn more about True Religion
- Get more retail industry insights from Retail TouchPoints
- Subscribe and catch up on all episodes of Retail Remix
Your customers won’t wait, and neither should you. Head to nrfbigshow.com to lock in your spot at NRF’s Big Show, Jan. 10-12 at the Javits Center, and move your business fast forward.
