True Religion’s path to $1B from TikTok Shop to TJ Maxx

True Religion is ramping up spending on TikTok Shop and influencer marketing as it pushes to reach a $1 billion revenue target. The company, known for its horseshoe-shaped stitching, expects to generate $550 million in 2026, up from $470 million last year. CEO Michael Buckley said the brand is more than halfway to that goal and plans to get there by the end of the year. To accelerate growth, True Religion is entering TikTok Shop in September and aims to quintuple the size of its influencer program over the next six to twelve months.

The brand is also working to expand its physical footprint and wholesale relationships. True Religion plans to open four new stores this year in Indiana, Florida, California, and New Jersey. By the end of 2026, the company expects to operate about 63 locations, with a long-term goal of 150 stores in North America. Buckley noted that the average True Religion consumer is a “urban casual customer” aged 15 to 50 with a household income of roughly $75,000.

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The company is currently seeing about 38% of its business come from jeans, a category that has become increasingly competitive with brands like Adidas and Fabletics entering the denim space. True Religion is leaning heavily into its wholesale partnerships to drive sales. The brand has a presence in thousands of doors, including Macy’s, Dillard’s, and TJ Maxx. Buckley shared that the wholesale business is growing 40% year over year and sees potential for sales per store to increase two or three times. He explained that off-price partners like TJ Maxx, Ross, and Burlington are taking on more significance as some consumers face inflation and higher gas prices. The company estimates its total addressable market is about 110 million people, but it currently only has 5 to 7 million customers in its database. Buckley believes the brand can eventually become a multibillion-dollar company by reaching that wider audience.

True Religion is funneling about 10% of its overall revenue into marketing. The brand recently collaborated with streamer Wendy Ortiz for an end-of-summer denim collection and joined forces with Benefit Cosmetics on a limited-edition pocket keychain. Buckley emphasized that a company must be “on trend” and sell where the consumer wants to buy to be best-in-class today. He pointed out that the company is also working to bring its share of the women’s business from 35% in 2022 to 60%. As the brand looks to its busiest season of the year, it is focusing on a mixture of unique products and right prices to maintain its momentum.