True Religion, a US sportswear and denim brand, will have exclusive distribution rights in China thanks to partner Aurorae Group.
True Religion plans to establish a mix of 65 standalone stores and shop-in-shops in the nation by 2026 as part of its worldwide expansion strategy, and to have 108 locations total by 2028.
In accordance with the agreement, in addition to having a physical presence, Aurorae Group will assist True Religion in growing its online store through third-party platforms like Tmall, JD, Douyin, and Dewu. Along with working with influential local partners and talent, the company will also create items specifically for the Chinese market.
“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,” said Michael Buckley, Chief Executive Officer, True Religion. “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.”
This strategic move comes as part of True Religion’s global growth strategy and is a significant milestone in its journey to increase the brand’s global footprint.
“We are enthusiastic about this partnership,” said David Pun, Chairman and Chief Executive Officer, EVISU Group. “We are looking forward to introducing True Religion to a new wave of Chinese consumers and leveraging our comprehensive relationships and extensive retail networks in Asia to bring the brand to unprecedented new heights.”
Aurorae Group will have the unique right to sell the entire True Religion product line in China, including the brand’s core denim, vintage items, and collaboration collections. The entire collection will feature True Religion’s unique trademarks, including its iconic stitch, horseshoe logo, and man playing the guitar. In accordance with a licence, it will also create products for the Chinese market, including men’s, women’s, and children’s clothing and accessories, and work with influential local partners and talent.
