LOS ANGELES — True Religion Apparel Inc. has announced the second change in three months in its top executive, naming Daryl Rosenberg, a former vice president of Jones Apparel Group’s junior brand L.E.I., to be chief operating officer.

Responsible for expanding the premium denim company’s domestic and foreign manufacturing, Rosenberg will supervise operations, production, customer service, warehouse distribution and facilities. While at L.E.I. from 1992 to 2005, Rosenberg helped manage the growth of the denim and sportswear brand to more than $370 million from about $30 million in annual sales.

Rosenberg, 39, who joined True Religion on June 1, succeeded Mark Saltzman, who will consult with the company through Sept. 30. Neither Rosenberg nor Saltzman returned a call for comment. Rosenberg will report to Michael Buckley, who became True Religion’s president on April 24.

Buckley, former president and chief executive officer of Ben Sherman’s North American division and vice president of Diesel’s U.S. business, came aboard as True Religion aims to evolve into a lifestyle brand and grow sales, which totaled $102.6 million last year.

After opening a retail store in Manhattan Beach, Calif., in December, True Religion plans three additional freestanding stores this year, seven in 2007, 10 in 2008 and 12 in 2009. It also launched, for spring, a knit line that Jeff Lubell, True Religion’s chairman and ceo, had forecast will generate between $20 million and $30 million in first-year wholesale sales.

In May, True Religion signed a five-year lease to move its corporate headquarters and distribution center in August to a 119,000-square-foot building in Vernon, Calif., located 4 miles south of Los Angeles. The new facility is four times the size of its current headquarters and warehouse.

This story first appeared in the June 6, 2006 issue of WWD. Subscribe Today.

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