True Religion opens tech-enabled London flagship

Californian-based denim brand True Religion has unveiled its first international flagship store in London. The 2,505 square feet boutique has opened on Carnaby Street, the retail destination for directional streetwear brands. The store opening also marked the launch of True Religion's e-commerce UK website.

The company already sells via high-end department stores in the UK and has two standalone London stores. It will open a similar store in New Orleans later this month.

True Religion is taking an omnichannel approach to the new outlet which will carry less inventory than an average jeans store as it will use technology to allow in-store shoppers to access the products they want, wherever they are in the world. It will also have touchscreens and iPads on-site to enable in-store e-commerce.

“Carnaby’s rich history of music and fashion connects to the core of the True Religion brand,” said chief executive John Ermatinger. “Home to the best boutiques from across the globe, we are excited to open our flagship location in this historic, pedestrian shopping area. The store design and customer experience will be the first of its kind in the Carnaby location. Simultaneously, we will launch truereligion.com/uk as a digital complement to our established presence in the UK marketplace.”

True Religion was founded in 2002, and currently trades online and through 96 stores and 50 outlets around the world.

Image: eu.truereligion.com