US denim brand True Religion has unveiled its new store concept on London’s Carnaby Street.
The 2,500 sq ft shop opens on June 1 and features the brand’s spring 16 menswear, womenswear and kidswear collections, as well as some exclusive pieces taken from the True Religion archive and an early preview of the brand’s pre-autumn collection.
Split across two floors, the retail concept is centred around a denim bar at the front of the shop, which showcases key styles for men and women. The shop is also the first from the brand to feature in-store technology including digital screens that will showcase how the products are made, an interactive screen that showcases all the True Religion products available and a digital ‘black book’ that records shoppers previous purchases, preferred styles and sizes and suggests matching items.
John Ermatinger, chief executive of True Religion, told Drapers there was scope to roll the store concept out globally.
“We are testing it in London. We could expand it in the UK for sure. The brand enjoys great recognition here and the Carnaby street store will allow locals and tourists to [gain] even more accessibility for the brand. There is a great energy here, with Carnaby’s history of music and fashion, it felt like the perfect location.”
In addition to the new shop, True Religion has a store in Westfield White City and an outlet store in Bicester Village. It is also stocked in Selfridges and Harrods. Globally the brand has 96 full-price stores and 50 outlet shops.