The US denim label True Religion is targeting the Chinese market. To this end, an exclusive distribution partnership with the Aurorae Group, Evisu’s parent company, has been concluded for the region, True Religion said on Thursday. Aurorae also received the license to develop special brand products for the Chinese market.
As part of the collaboration, True Religion plans to open a total of 65 stores and shop-in-shops in China by 2026. By 2028, the number of stationary points of sale for the label is to be increased to 108. In e-commerce, the focus is on offering the brand’s products on popular Chinese online platforms such as Tmall and JD.com in the future.
“Expansion into the Chinese market has been part of our plans for a number of years, so we are extremely excited to be partnering with the amazing team at Aurorae Group,” said Michael Buckley, True Religion’s CEO, in a statement. “The right partner is critical to success in China, and Aurorae’s proven local market expertise will allow us to expand True Religion’s presence in mainland China as well as Hong Kong and Macau.”
The Californian denim specialist sees considerable potential in the new markets: as early as 2026, their share of True Religion’s total brand sales is expected to reach ten percent.