The direct-to-consumer menswear brand is opening three stores before the end of the year, with locations in Houston as well as the Dallas and Miami areas.
In 2022, True Classic partnered with third-party platform Leap to open five pop-ups in Los Angeles, San Jose, Chicago and Washington, D.C.
While the pop-ups will remain open, the company said it is taking its physical retail operations in-house, enabling it to outfit its stores with an “elevated, approachable branding that resonates with their consumer”.
“Being at the helm of creative direction and operations is crucial to our next step in physical retail,” said Brent Paulsen, VP, Head of Retail, who most recently served as director, head of retail, at Untuckit. “While we had great success with our current stores through our strategic partner, having True Classic owned and operated locations will allow us to be fully immersed and connected with our consumers.”
The new stores will stock True Classic’s full range of products, including core, active and lifestyle categories. The spaces will offer a digital-first experience with large-screen technology designed to fully introduce and engage customers with the brand.
