True Classic launches its first company-owned store

With the launch of its own outlet, True Classic will continue to invest in retail sales channels.

True Classic, a clothing, lingerie and accessories company, is opening its first independently operated mono-brand store in Houston. This is indeed a big step into offline retail for the gaining popularity of the DTC brand. The retailer previously opened five pop-up stores in Chicago, Santa Clara, Torrance, California and Tysons Corner, Virginia, in partnership with Leap.



With the launch of its own outlet, True Classic will continue to invest in retail sales channels. The company is preparing to open two more outlet locations by the end of 2023. Where exactly the brand will appear is not yet known.

For four years of work, True Classic has earned about 250 million dollars. Based on the impressive results, the decision was made to develop physical stores and online sales channels. Today, the brand is sold in more than 190 countries.

"Of course, there is strength in diversifying our business across channels,” the company said. "We’re opening physical stores because many customers still primarily shop for men’s apparel in store, and this is how we get in front of them and be where they are."

"Once they purchase True Classic, more often than not, the customer returns with a repeat purchase and also buys into other categories. We are looking for those same offerings and results in a brick and mortar space and there is an extremely high amount of potential in these store openings as we are going to the markets where our loyal customers live. As we start to build this physical presence in these top markets, both existing and new customers will be able to truly experience the True Classic brand in a hands-on way."

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