After Gap and Wrangler, True Religion Expands into Popular Home Category
Following in the footsteps of a host of denim brands ranging from Gap to Wrangler, True Religion makes its entrance into the home goods category with a licensed line with ENVOGUE.
Slated to launch in January 2024, the True Religion-branded line will include bedding sheets and comforters, decorative pillows, bath and area rugs, and towels; desk and bath organization products; and kitchen mitts, aprons, table linens, and mats.
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“Our licensed partners have been instrumental in helping us realize True Religion’s potential as a full lifestyle brand,” said Michael Buckley, True Religion CEO. “We are very excited to partner with ENVOGUE to enter the home market for the first time. ENVOGUE’s deep relationships within the industry, extensive expertise across a wide range of home categories, and in-house design team that really understands True Religion’s DNA make them the perfect partner for us.”
New York-based ENVOGUE is a wholesale distributor and designer of home textiles and decor. “We are thrilled to combine our expertise in the home market with True Religion’s unique iconography,” said Nidhi Jain, CEO of ENVOGUE. “We look forward to bringing to life True Religion’s brand heritage and one-of-a-kind aesthetics across an exciting array of home products.”
The home goods category has proved to be a viable revenue stream for many fashion brands. According to Allied Market Research, the global home goods market is expected to reach $838.6 billion by 2027. And market research firm ResearchandMarkets.com estimates the online home goods industry is slated to grow at a rate of 17 percent between 2023 and 2031.
True Religion’s home line will retail for $29-$49 for decorative pillows and up to $199 for bedding. The collection will be available in True Religion stores and on their website, as well as at major retailers in the United States and Canada.
Since emerging from bankruptcy during the pandemic, True Religion has bounced back with a broader vision. In addition to expanding into China and unveiling a loyalty program, the Los Angeles-area company has rolled out a mobile app, collaborated with diverse creative and cultural partners, and inserted itself into the zeitgeist. A new marketing chief will help the brand evolve its message and mission as well.
