True Religion Brand Jeans
10 Mar. 2010
TRUE RELIGION TO OPEN FIRST STORE IN GERMANYCalifornian denim brand True Religion Brand Jeans will open its first monobrand store in the heart of Cologne on Mar. 26, 2010. Covering 190 sq. meters, the store carries women’s, men’s and children’s apparel, as well as accessories, footwear and fragrances. Reflecting the interior design of the existing 71 True Religion stores in the US, the shop is inspired by the Western countryside with its hickory wood elements. The store is currently controlled by the German-based distributorship of Unifa Premium GmbH, which will merge with True Religion Apparel Inc. to form True Religion Brand Jeans Germany GmbH in the spring. “It is our aim to hold a shop in every big city,” said executive director of Unifa Reinhard Haase of expanding the brand in Germany. Hamburg, Berlin, Munich, Frankfurt and Düsseldorf all remain under consideration as potential locations. Until recently, the brand’s collections were only available in multibrand stores such as Jades in Düsseldorf and Apropos in Cologne.
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