True Religion Projects 550 Million Dollars in 2026 Revenue
The apparel brand plans to scale its U.S. store footprint and digital sales via TikTok Shop to hit new growth targets.
Updated on Oct. 21, 2026 in Retail
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True Religion projects 550 million dollars in annual revenue for 2026, up from 470 million dollars in 2025. The apparel retailer is scaling its physical and digital operations, including a planned expansion to over 150 U.S. stores and a new presence on TikTok Shop.
Why it matters
The company is doubling down on a growth strategy centered on its culturally influential consumer base and a diversified product mix led by sportswear. This expansion effort aims to capitalize on digital momentum while significantly increasing the brand's physical footprint across the United States.
True Religion projects 550 million dollars in revenue for 2026, an increase from 470 million dollars in 2025. The brand is working toward a 1 billion dollar long-term sales target while scaling its physical presence from over 60 current U.S. stores toward a goal of 150 or more locations.
The players
True Religion
An apparel retailer with more than 60 U.S. stores that focuses on sportswear and accessories.
Michael Buckley
The chief executive of True Religion who has led the company since returning in November 2019.
The details
The strategy hinges on an omni-channel approach where e-commerce is expected to reach 200 million dollars in revenue this year, representing 40 to 50 percent of total sales. By leveraging TikTok Shop and expanding into new physical retail sites, the brand seeks to maintain a direct connection with its audience. Sportswear and accessories now compose over half of the product assortment as the company shifts its operational focus to match current consumer preferences.
Timeline
November 2019: Michael Buckley returned as chief executive of True Religion.
September 2026: True Religion entered the TikTok Shop and held events during New York Fashion Week.
Market Landscape
True Religion's strategy follows a broader industry push to integrate social commerce platforms like TikTok Shop with physical retail growth. This transition signals an attempt to capture market share through high-engagement digital channels while expanding the brand's brick-and-mortar reach.
Operators should monitor whether the shift toward a 150-store physical footprint improves margins as the brand navigates the high cost of retail expansion. The integration of social-first sales channels will serve as a bellwether for how legacy apparel brands maintain relevance with younger customer cohorts.
The takeaway
True Religion is banking on a dual-pronged strategy of digital social commerce and aggressive physical store expansion to reach 1 billion dollars in sales. Retailers should track the brand's ability to balance these high-capital store investments with the volatile performance of social shopping platforms.
Further reading
For broader trends in the sector, see our coverage on Retail.
Source note: This article includes information reported by FashionUnited.
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