True Religion Beats Opening Projections for New Store by 67.9%

True Religion is capitalizing on Y2K nostalgia by opening a new store in Atlanta. The response has far exceeded the fashion brand's expectations.
Photo credit: True Religion

In the latest chapter of its incredible comeback story, True Religion is reinvesting in branded brick-and-mortar. The global lifestyle apparel and accessories brand has opened its first new store since 2019 at the Cumberland Mall in Atlanta and has exceeded soft opening projections by 67.9%.

The 2,000-square-foot space is the 46th True Religion store in the U.S. and illustrates how the brand is identifying and opening stores “selectively in locations where our shopper wants us to be,” said Michael Buckley, CEO of True Religion in a statement. This is a “key component” of the brand’s omnichannel growth strategy as it remains laser-focused on being a digital-first direct-to-consumer brand.

To create a more immersive and “sensorial experience,” True Religion outfitted the store with updated fixtures, new denim tables and half-body forms, as well as new light boxes to highlight core denim pieces. The store also features new accessory cabinets designed to display belts and handbags, which bring greater attention to True Religion’s accessories collection.

Over the past year, True Religion has embarked on several growth initiatives, including an expansion into home goods and a partnership with Aurorae Group that sparked an aggressive entry into the Chinese market. The brand has embraced Gen Z’s love for all things Y2K nostalgia by launching a new mobile app, loyalty program and creator partnership strategy that gives consumers access to vintage and one-of-a-kind designs.


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