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True Religion Expands to China — Retail Bum
U.S. denim maker True Religion is expanding its business to China.
The company has signed a deal with Aurorae Group to launch 65 freestanding stores and shop-in-shops locations by 2026 and has set a goal to grow the number of physical stores to 108 by 2028.
In the next three years, the company expects China to account for 10% of its global brand volume.
“Expansion into the Chinese market has been on our roadmap for the past several years, so we are very excited about our partnership with the fantastic team at Aurorae Group,” True Religion CEO Michael Buckley said in a statement.
“The right partner is key to success in China, and Aurorae’s proven local market expertise will enable us to successfully grow True Religion’s presence throughout mainland China as well as in Hong Kong and Macau,” he said.
In addition to opening new brick-and-mortar stores, the company has also struck various partnerships to be able to sell on popular eCommerce marketplaces.
“Tmall.com, JD.com, Douyin.com, and Dewu.com, among others, will soon offer True Religion merchandise,” the company said. “True…
