True Religion to expand to Asia, Africa, and the Middle East

True Religion announced on Wednesday plans to expand in Asia, Africa, and the Middle East. 

In particular, the lifestyle apparel and accessories brand will enter India, Indonesia, South Korea, the Philippines, South Africa, Lebanon, and Qatar, bringing its total number of markets outside the United States to 26. 

To kick off the expansion, new stores will open throughout the fall in cities including Mumbai, Jakarta, Manila and Johannesburg.

Store formats are expected to vary by market and will range in size from dedicated boutiques from 1,000 to 1,500 square feet to shop-in-shops. All stores will carry True Religion’s core collections for men and women along with key items and a locally curated selection for each market.

The company also said that some partners will offer select wholesale opportunities to other multi-brand retailers in their regions.

“Global expansion into high growth markets, anchored by our expansion into China, remains a key strategy for us for the near future,” said Michael Buckley, chief executive officer, True Religion. 

“We are excited to work with our partners in these dynamic regions and are committed to delivering a premium brand experience to True Religion shoppers across the globe.”

Earlier this year, in March, True Religion announced plans to expand into China via a partnership with Aurorae Group.

As part of the partnership, True Religion is committed to opening a mix of 65 freestanding stores and shop-in-shops by 2026 and a total of 108 by 2028. The first of these new stores will open in Q1 of 2024 in Beijing, Seoul and Shanghai.