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Feature Article, May 2006
Finding True Religion
True Religion Brand Jeans plans to roll out retail stores in major cities across the U.S. and around the world.
Susan H. Fishman
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True Religion has plans to open three to six stores in major markets this year, with more to follow in the future.
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For the past few years, True Religion Brand Jeans has distinguished itself as a leader in the high-end denim market for men, women and kids. Husband and wife team Jeff and Kym Lubell started the premium denim line in December 2002, and the True Religion name has become known for its intense attention to detail, from the fashion-forward seams to the remarkable embroidery and innovative hand-sanded vintage washes. Now, the company, True Religion Apparel, Inc., has opened its first retail store at the newly built, upscale Metlox Center on Manhattan Beach Boulevard in Manhattan Beach, California. The company would like to open between three to six stores in the U.S. this year, and is considering cities such as Las Vegas, New York, San Francisco and Newport Beach, California, for its newest locations.
Through its wholly owned subsidiary Guru Denim, Inc., True Religion Apparel, Inc. manufactures, markets, distributes and sells True Religion Brand Jeans in the United States, Japan, Canada, Mexico, the United Kingdom, Europe, South Africa and Australia. True Religion Brand Jeans can be found at Nordstrom, Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s, Barneys, Urban Outfitters, Ron Herman, Henri Bendel and approximately 600 fashion boutique clothing stores throughout the United States and Canada. They can also be found at fine stores in Japan, including Barneys Japan and Isetan; in England, at Selfridges, Harrod’s and Harvey Nichols; and in France, including Galleries Lafayette.
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True Religion Jeans recently opened its first store at the Metlox Center in Manhattan Beach, California.
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As the company grows throughout the U.S., it will be looking for upscale malls with high-end specialty boutiques and luxury brand flagship stores. It will also be seeking out freestanding locations with high foot traffic, as well as many high-end specialty stores and other luxury brand stores.
“The Manhattan Beach area was ideal for the first location, says Chana Taft, director of operations for True Religion Apparel. “It was unsaturated, had residents with high disposable incomes and was located 7 minutes from the airport.”
The existing store is roughly 800 square feet with two jean bars (complete with bar stools): one for men on the left hand side with a small area dedicated to children, and one for women on the right hand side. Cubbyholes line the walls of the store, and there is a rack in the middle of each wall displaying one jean of each style.
“The idea is that you sit and relax at the bar, and the sales staff are there to serve you,” says Taft. “It’s all about serving the customer and giving the customer individual attention. And this is one of the places where you can really see the breadth and depth of our product line.”
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The jean bar at True Religion’s Manhattan Beach store.
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The new store will be used as a test center for new products and will display the diversified product line, which has grown beyond jeans to include a myriad of colored corduroy pants, skirts, shirts, shorts, jackets, blazers, hoodies, T-shirts and everything in between, as well as a line for children, ages 2 to 14.
The brand has amassed an impressive list of celebrity enthusiasts, including David Beckham, Courteney Cox, Tom Ford, Jennifer Garner, Kate Hudson, Angelina Jolie, Donna Karan, Heidi Klum, Nick Lachey, Jennifer Lopez, Bruce Willis and the cast of Desperate Housewives.
“We are a hot brand, and we are a major draw to any shopping center,” notes Taft. “Almost every article written about the opening of the Metlox Center mentioned our store as the big draw/attraction.”
©2006 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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