CHINA: True Religion grows distribution with Bright Unity
Apparel maker True Religion Apparel has broadened its distribution with the appointment of Chinese distributor Bright Unity International.
Bright Unity, a private company based in Hong Kong, has been selected to be the company's exclusive distributor for Hong Kong, Macau and mainland China.
The company was established in 1996 to oversee the wholesale and retail development of imported fashion brands in the Chinese region.
The company provides a total market solution to its foreign brand business partners in the areas of market development, retail operations and human resources support. Partners include Dolce & Gabbana, Just Cavalli, Giafranco Ferre GF and C'N'C Costume National.
"We believe China can be a key market for True Religion as we continue to expand the international awareness and broaden the footprint of our brand," said Jeffrey Lubell, chairman and CEO.
"We believe the Bright Unity team has the ability to maximise our brand and maximise its full market potential in China. They have strong experience both as a wholesale distributor and retail store operator for upscale, imported fashion brands, which was attractive to us."
True Religion Apparel, through its wholly owned subsidiary Guru Denim, manufactures, markets, distributes and sells True Religion Brand Jeans in the US, Canada, the UK, Europe, Mexico, the Middle East and Japan.
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