Iconic denim and lifestyle brand True Religion is expanding its brick-and-mortar network with an aim to reach $1 billion in annual revenue over the next five years. Following successful performance metrics in recent store openings - which boast average four-wall EBITDA margins exceeding 45 per cent - the company plans to establish four additional stores across the US this year, including storefronts in Indiana, New Jersey, Florida, and California.

Ensuring agility with the boutique model

This strategic expansion is underpinned by a shift in retail operations where physical stores are tasked with driving direct sales and brand immersion. Unlike larger format retailers, True Religion is employing a boutique model - averaging approximately 250 sq ft - that allows the brand to remain agile while maintaining a high-touch environment. The brand’s stores are highly profitable and serve as the ideal platform to showcase their craftsmanship while strengthening our e-commerce and wholesale channels, notes Michael Buckley, CEO. By prioritizing markets with proven customer demand and high traffic, the brand is effectively utilizing these small-format flagships to acquire new customers while maintaining high inventory turnover through weekly product drops and exclusive collaborations.

Strategic leadership for market expansion

To facilitate this trajectory, the company recently appointed Kristen Jones, a veteran of retail giants including Skechers and Target, as the new Vice President-Retail. Her mandate involves scaling the physical fleet toward a near-term target of 150 locations, ensuring that each unit functions as a high-performance revenue driver. With total annual revenue projected to reach approximately $550 million this year, the brand is leveraging its current momentum and aggressive marketing campaigns to transition from an urban denim specialist into a comprehensive lifestyle powerhouse. This approach reflects a broader industry movement where digitally native or legacy brands are increasingly reinvesting in the physical consumer experience to reclaim market share and build long-term brand equity.

Renowned for denim and sportswear

Founded in 2002, True Religion is a Los Angeles-based lifestyle brand globally recognized for its signature heavy-thread denim, sportswear, and accessories. Owned by ACON Investments and SB360 Capital Partners, the brand focuses on an urban-casual demographic. With 61 U.S. stores and a growing digital presence, the company is aggressively pursuing a $1 billion revenue target through omnichannel growth.