True Religion appoints Andrew Rauch as SVP of global digital and ecommerce

The US denim and lifestyle brand True Religion has announced the appointment of Andrew Rauch as senior vice president of global digital and ecommerce. Rauch, who brings more than 20 years of experience as a digital commerce executive, will report directly to the US company chief executive officer (CEO) Michael Buckley.

The appointment aligns with the long-term strategic objectives of True Religion, as the brand aims to reach one billion dollars in annual revenue. Buckley stated that the brand intends for its proprietary e-commerce platform, TrueReligion.com, to account for 40 percent to 50 percent of total revenue.

“We are thrilled to welcome Rauch to True Religion as we pursue our ambitious goal,” Buckley said. “He has successfully scaled e-commerce businesses from hundreds of millions to more than one billion dollars in revenue. His expertise in driving growth at iconic brands makes him the ideal partner to help us accelerate our business.”

Executive background and digital strategy

Rauch joins the US label from the US footwear retailer Foot Locker, where he served as global vice president digital. In that role, he oversaw the digital strategy and profit and loss (P&L) for a 1.30 billion dollar e-commerce business encompassing the Foot Locker, Kids Foot Locker, and Champs brands.

His previous experience includes a tenure as executive vice president digital, PVH Americas at the US apparel conglomerate PVH Corp (PVH). Furthermore, Rauch spent nine years at the US retail corporation Urban Outfitters, eventually serving as executive director of global e-commerce, digital marketing and analytics.

Rauch began his professional career at the US specialty retailer The Children's Place within the consumer insights and strategy department. His background in scaling digital operations for large-scale retailers is expected to bolster the brand's presence in the urban casual market.

Momentum in urban casual market

The appointment comes as True Religion reports growth across its omnichannel operations. The brand targets the urban casual sector, which currently experiences a growth rate significantly higher than the broader apparel industry.

“True Religion has tremendous opportunity ahead,” Rauch noted. “The urban casual customer represents a fast-growing market, and the brand has the authenticity, design credibility and breadth of product assortment to capture it.”

Founded in 2002, True Religion has sought to maintain market relevance through high-profile celebrity partnerships, including a recent collaboration with the Black artist Megan Thee Stallion. The brand continues to focus on its core denim heritage while expanding its sportswear and accessories categories for menswear, womenswear, and kidswear.