True Religion celebrated the opening of the brand’s first international flagship store last Thursday. The bi-level Carnaby Street store occupies 2,505 square feet and introduces a revamped, digital version of the brand’s existing locations.

The new store will operate with an omnichannel approach, merging the benefits of e-commerce with the physical store, stocking less product and offering digital support with iPads, touch screens and Band technology to access product from around the world.

The brand simultaneously launched a UK version of its site as a digital complement to the company’s presence in the market.

True Religion CEO John Ermatinger, said, “Carnaby’s rich history of music and fashion connects to the core of the True Religion brand.  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 opening marks 96 full-price stores and 50 outlet locations globally for the brand.

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