True Religion, a denim brand, announced its partnership with Aurorae Group, the owner of Evisu Group, for its expansion into the Chinese market.

The brand plans to open 65 stores and shop-in-shops by 2026 and aims to have 108 stores by 2028. The Chinese market is expected to represent 10% of the brand's global volume by 2026. True Religion's e-commerce presence in China will also be expanded.

Aurorae Group will be the exclusive distributor in China for True Religion for mainland China, Hong Kong, and Macau, having the rights to sell the brand's full range of assortment, including core denim, heritage products, and collaborations. Aurorae Group will also develop licensed products specifically designed for the Chinese market, including apparel and accessories for men, women, and children.

In addition to the physical retail expansion, True Religion is taking strategic initiatives to transform into a digital-first direct-to-consumer brand. The brand aims to have a $250 million e-commerce business over the next four years.