True Religion Apparel, Inc. announced the appointment of Sarah Lassek as the Vice President of U.S. Wholesale Sales at its wholly-owned subsidiary True Religion Sales LLC. In this role, Ms. Lassek will be responsible for the direction of the Company's U.S. Wholesale business, including managing and growing its Major and specialty boutique accounts. Ms. Lassek will report directly to Jeffrey Lubell, Chairman, Chief Executive Officer and Chief Merchant of True Religion Apparel.
Ms. Lassek brings to True Religion significant senior-level sales and merchandising experience in the apparel industry. Most recently, she was Director of West Coast Sales for 7 For All Mankind where she was responsible for developing and implementing sales strategies for the 7 For All Mankind brand within the U.S. Wholesale channel. Ms. Lassek's other experience includes sales positions with BCBG Max Azria and St. John's Knits. Ms. Lassek earned a bachelors degree in business from Southern Methodist University and a professional degree in product development and merchandise marketing from the Fashion Institute of Design and Merchandising.
Ms. Lassek will manage the Company's sales associates who were previously under direction of the Company's independent sales agent, L'Atelier. In addition, Ms. Lassek will look to complement the existing sales force with additional sales managers and sales representatives. Under the direction of Ms. Lassek, the Company's sales force will be responsible for developing expanded relationships with existing U.S. Wholesale customers, as well as cultivating new relationships with specialty boutique accounts. The Company's transition to a direct sales force model is consistent with its goal to strengthen and grow its business relationships and streamline its communications with U.S. Wholesale customers.
“We are excited to welcome Sarah to the True Religion management team,” said Jeffrey Lubell, chairman, chief executive officer and chief merchant of True Religion Apparel, Inc. “As we continue to build the True Religion brand, we are committed to partnering more proactively with our Major and boutique customers to drive sales growth within this channel. We are confident that Sarah's background in building premium apparel and jeanswear brands within the wholesale channel will serve to support our brand well, particularly as it relates to identifying and responding to market opportunities which is critical to ensuring consistency in execution.”
As previously announced, True Religion terminated its agreement with its independent sales agent L'Atelier, effective no later than December 31, 2009. Pursuant to the termination agreement, the Company will continue to pay a commission to L'Atelier on U.S. Wholesale sales orders received through December 31, 2009, if those sales orders result in sales on, or prior to, June 30, 2010. The Company is committed to working closely alongside its independent sales agent through the transitory period to ensure a smooth and seamless transition for its customers.
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