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True Religion signed a licensing agreement with a local distributor, Aurorae Group, owner of Evisu Group, to expand across Greater China,
The Los Angeles-based fashion and denim brand plans to open a mix of 65 freestanding stores and shop-in-shops by 2026, growing to a total of 108 by 2028.
The partnership will also expand True Religion’s e-commerce presence in the region, including shopfronts on Tmall.com, JD.com, Douyin.com, and Dewu.com.
True Religion’s own direct-to-consumer e-commerce business will continue to focus on key markets, specifically North America.
Aurorae has proven its market expertise throughout mainland China, Hong Kong, and Macau.
As a distributor, Aurorae Group will have the rights to sell the full range of True Religion’s assortment, including core denim, heritage products, and collaboration collections.
True Religion expects the Chinese market to comprise 10 percent of their global brand volume by 2026.
