LOS ANGELES--(BUSINESS WIRE)--True Religion’s Chairman, Gene Davis, and Interim Chief Executive Officer, Chelsea Grayson, today announced that Farla Efros, a consultant to the Company, will assume the role of Interim Chief Executive Officer. Ms. Efros succeeds Ms. Grayson, who is resigning to pursue other opportunities.
As President of HRC Retail Advisory, a leading North American retail consulting firm, Ms. Efros has worked closely with True Religion’s leadership team in recent months. Efros has over 20 years of experience working with retailers and CPG companies, including almost 10 years at HRC Retail Advisory and its predecessor firms. She will continue in her capacity as President at HRC Retail Advisory while serving as True Religion’s Interim Chief Executive Officer.
“On behalf of True Religion, I thank Chelsea Grayson for her vision and significant contributions and wish her the very best as she moves on to new endeavors,” Mr. Davis said. “At the same time, we are pleased to have Farla stepping in as Interim CEO to enhance our strong team,” said Eugene Davis, Chairman. “Her proven operational and financial expertise are valuable assets and advantages that complement our iconic brand.”
True Religion also is conducting a search for a permanent Chief Executive Officer to lead it in pursuing its significant opportunities in streetwear, as the True Religion brand continues to celebrate the values of diversity, freedom, and authenticity. The company noted that it has experienced positive comps and trends this year in direct-to-consumer and ecommerce sales, and that it is seeing continued growth in international markets, including the UK, Middle East, Eastern Europe, and Asia.
“I am honored to assume this new role,” said Ms. Efros. “I look forward to working closely with the Board and the rest of the management team as we continue to drive performance and enhance True Religion’s brand and value.”
About True Religion:
Born and raised in Los Angeles, True Religion has been a leader in streetwear and premium denim since 2002. Over its seventeen-year history, the brand has been adopted by many subcultures – each genre leaving its unique imprint on the brand as it exists today. As a lifestyle brand with a worldwide view, True Religion continues to embrace those individuals who are shaping the culture of today.