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True Religion launches online and in-store in the UK

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Denim brand True Religion this week opened its first international flagship store in London – going live with a UK website on the same day.

The Los Angeles-based brand says its Carnaby Street store brings an omnichannel approach to selling. It aims to bring ecommerce into the store through iPads and touchscreens, and will hold less stick on the sales floor. Instead, it is using technology to enable shoppers to access products from around the world from a 2,505 sq ft space that it describes as “intimate”.

The store, which opens tomorrow, is True Religion’s third freestanding store in London, where it also has an outlet and works with third-party retailers including Selfridges and Harrods.

“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 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.

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