By  on August 20, 2007

LOS ANGELES — Premium denim giant True Religion Apparel’s push into direct retail will include a branded store in San Francisco’s Union Square shopping district, expected to open in late March of next year.

Located in the Westfield San Francisco Centre, the planned 1,146-square-foot store will be the 19th branded boutique for the Vernon, Calif.–based company, which is aiming to grow its direct retail segment to 45 percent of its overall business. “When you show your brand to the marketplace [retailers], they pick and choose one or two styles, and a T-shirt if they’re in the mood. [With branded stores], we’re able to portray the entire brand image,” said True Religion CEO Jeffrey Lubell.

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