True Classic expands to Houston, Dallas, and Miami
Menswear brand True Classic unveiled on Thursday ambitious plans to expand its retail presence to seven major markets across the United States, by the end of the year.
As part of strategic expansion plans, the upcoming store openings will span Houston, Dallas, and Miami, to meet their customers where they live. The first new location officially opened in Houston at the Houston Galleria on Thursday, while the Miami location is slated to open in mid-November and the Dallas location is slated to open on December 1.
“We already have an extremely loyal shopper in the DTC space. Once they purchase True Classic, more often than not, the customer returns with a repeat purchase and also buys into other categories,” explained True Classic co-founder and CEO, Ryan Barlett.
“We are looking for those same offerings and results in a brick and mortar space and there is an extremely high amount of potential in these store openings as we are going to the markets where our loyal customers live. As we start to build this physical presence in these top markets, both existing and new customers will be able to truly experience the True Classic brand in a hands-on way.”
True Classic’s new stores will showcase their range of offerings, including core, active, and lifestyle categories, all complemented by a digital-first experience. Screens are used to engage customers with the brand, facilitating quick campaign turnover and marketing visuals. This technology will also spotlight brand moments and holiday campaigns while showcasing True Classic’s innovative and humorous content, mirroring their digital marketing approach.
“We’re excited about our digital first store design which allows our customers to interact with the product in a way they haven’t been able to in the past,” said Matt Kawadler, chief operating officer at True Classic.
“The technology will allow our customer to see the product displayed in different ways, how it’s styled, how it’s worn, and most importantly, really get a visual on how our product compares and excels to what’s currently in the marketplace.”
Coinciding with this openings, True Classic will continue to operate its five pop-up stores across Los Angeles, San Jose, Chicago, and Washington, D.C., which it opened in 2022 with Leap, a third-party operator.
“Being at the helm of creative direction and operations is crucial to our next step in physical retail,” added Brent Paulsen, VP, head of retail. “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 consumer.”
