Jeans brand True Religion acquired by PE firm, American Eagle-linked investment firm

Key Points

  • True Religion, known for its premium denim, has been acquired by Acon Investments and SB360 Capital Partners.
  • The brand, which went bankrupt twice, has seen a resurgence under CEO Michael Buckley, with sales growing 20% to $280 million in 2023.
  • The acquisition aims to enhance digital and retail capabilities, accelerate international growth, and innovate apparel offerings.
  • True Religion has collaborated with influencers like Megan Thee Stallion and Jayda Cheaves, aligning with the Y2K fashion revival.

Summary

True Religion, a brand famous for its premium denim, has been acquired by private equity firm Acon Investments and SB360 Capital Partners, linked to American Eagle's CEO Jay Schottenstein. The brand, which faced financial difficulties leading to two bankruptcies, has been revitalized under the leadership of CEO Michael Buckley. In 2023, True Religion's sales increased by 20% to $280 million, with an EBITDA of $80 million. The acquisition is expected to bolster the brand's digital and retail strategies, expand internationally, and continue innovating its apparel line. True Religion has also tapped into the Y2K fashion trend, collaborating with high-profile influencers like Megan Thee Stallion for its 2024 holiday campaign. The brand's focus has shifted towards a more diverse consumer base with a lower price point, aligning with current market trends and consumer preferences.

cnbc
January 7, 2025
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