VERNON, Calif.—Premium jeans company True Religion Apparel Inc. announced a joint venture with Germany-based UNIFA Premium GmbH for the wholesale distribution of True Religion jeans in Germany, Austria, Switzerland, the Netherlands, Belgium and Luxembourg. Under the deal, UNIFA will also operate a True Religion store in Cologne, Germany.
The joint venture, operating under the name True Religion Brand Jeans Germany GmbH, expands upon UNIFA’s existing six-year relationship as a True Religion distributor in Europe. True Religion will maintain a 60 percent controlling share in the joint venture.
“UNIFA Premium brings demonstrated wholesale, retail and operations expertise,” commented True Religion CEO Jeffrey Lubell. “[UNIFA’s] Reinhard Haase stands out to me as one of the best European merchants of the premium denim category. We look forward to partnering with Reinhard and the UNIFA Premium wholesale, retail and operations team as they focus their efforts to expand the True Religion Brand.”
Added Haase, “The joint venture’s business plan calls for expanding the brand’s presence with the opening of retail stores and shop-in-shops and increased wholesale sales efforts, including new showrooms.”
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