“We are thrilled with our record-setting performance during the critical Cyber Week period, which includes our biggest sales days of the year,” said Michael Buckley, chief executive officer of True Religion. “As part of our business transformation, we have spent a significant amount of time learning who our customers are, what they want and how they want to shop, and we are now able to deliver that experience. Our strategic decision to diversify our marketing channels has resulted in significantly increased demand for our products and our focus on inventory management allowed us to satisfy this demand throughout the entire Cyber Week shopping event.”

The company’s ongoing business transformation toward a digital-first, DTC model is providing customers with a seamless e-commerce experience whenever and wherever they interact with the brand. The company expects to do well in excess of $100 million in e-commerce sales next year and anticipates that online sales will represent 50 per cent of revenues by 2025, up from 35 per cent this year, True Religion said in a media release.

True Religion’s executive vice president of Digital, Angela Clark, said, “We have a tremendous opportunity to scale the True Religion brand through product expansion, expanded distribution channels, and enhanced digital marketing efforts. Our digital-first mindset has been instrumental in propelling the brand into a true omnichannel experience for our customers, regardless of where they shop.” 

“While this is proving to be a challenging holiday season for some retailers, we are pleased with our performance to date,” added Buckley. “We believe our commitment to serving our customers by transforming to a digital-first brand positions us well for the remainder of this holiday season and beyond.”

Fibre2Fashion News Desk (KD)