True Religion opens its first new store in US in four years

The outlet is located at the Cumberland Mall in Atlanta.

The True Religion brand has announced the opening of its first store in the US in four years. The outlet is located at the Cumberland Mall in Atlanta. The store totals approximately 2,000 square feet.

True Religion has undergone two bankruptcy proceedings since 2017, is restarting its store opening program and intends to grow the chain “in the right markets.”
At the new Atlanta store, the brand is showcasing new merchandise display designs and featuring full collections of men’s and women’s apparel and handbags and accessories.

In August, it was announced that True Religion would receive a new revolving line of credit and financial support to refinance existing debt and support long-term business plans.

“A key component to True Religion’s omnichannel growth strategy is to identify and open selectively in locations where our shopper wants us to be,” CEO Michael Buckley said in a statement. “We remain a digital-first direct-to-consumer brand and are excited to begin adding more physical stores to our mix in the right markets.”

Following the Atlanta launch, True Religion’s retail network includes 46 stores in the U.S. In 2020, the company reported an 80% drop in revenue and financial challenges amid the pandemic. The retailer temporarily closed all retail stores but was able to resume operations.