US denim label True Religion expands into China 


US denim and sportswear label True Religion is set to enter China under an exclusive distribution agreement with partner Aurorae Group. 

As part of its global expansion strategy, True Religion aims to open a mix of 65 freestanding stores and shop-in-shops in the country by 2026 and reach 108 stores by 2028. 

Under the agreement, besides a physical store presence, Aurorae Group will help True Religion expand its e-commerce business in the market through third-party platforms, including Tmall, JD, Douyin, and Dewu. The company will also develop products designed for the Chinese market, and collaborate with key local partners and talents.

“Expansion into the Chinese market has been our roadmap for the past several years,” said Michael Buckley, CEO at True Religion. 

“The right partner is key to success in China, and Aurorae’s proven local market expertise will enable us to successfully grow True Religion’s presence throughout mainland China as well as in Hong Kong and Macau.”

The denim and sportswear company estimates China will account for 10 per cent of its global brand volume by 2026. 

Based in Asia, Aurorae Group’s portfolio of brands includes Globetrotter and Off-White. Its flagship brand, Evisu, has more than 350 points of sale globally, of which 185 are standalone retail stores. 

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