A joint venture partnership has formed between True Religion Apparel and UNIFA Premium, called True Religion Brand Jeans Germany. The new partnership will oversee operation of a True Religion Brand Jeans retail store in Cologne, Germany.

In addition, the joint venture will take over the wholesale distribution of True Religion Brand Jeans in Germany, Austria, Switzerland, the Netherlands, Belgium and Luxembourg.

"We established the joint venture to expand our wholesale business in each of these countries and to roll out branded retail stores in the territory," says Jeffrey Lubell, chairman, chief executive officer and chief merchant of True Religion Apparel. "Presenting True Religion Brand Jeans in branded retail stores and premium wholesale customers' stores follows our successful domestic strategy. UNIFA Premium brings demonstrated wholesale, retail and operations expertise. We look forward to partnering with Reinhard Haase [UNIFA Premium's managing director] and the UNIFA Premium wholesale, retail and operations team as they focus their efforts to expand the True Religion Brand."

True Religion Apparel will own a controlling 60 percent interest in the joint venture, while UNIFA Premium will own 40 percent.