Upscale denim retailer True Religion has opened its first store in Louisiana on historic Canal Street in Downtown New Orleans. The store is located at the corner of Canal and Bourbon Streets in the Astor Crowne Plaza.
“Right now, retail is booming and that is due largely to our aggressive pursuit of high-end national retailers that see our city as a growth market,” said New Orleans Mayor Mitch Landrieu. “The opening of the first urban concept True Religion store in New Orleans is a sign of our strength and of opportunity.”
First opened in Los Angeles in 2002, True Religion has caught the attention of the world’s most iconic style leaders, and demand for their denim has grown rapidly. Their specialty denim fits, washes & treatments, are all designed with amplified details to grab attention at every turn. Their iconic horseshoe was born from the silhouette of a Buddha’s smile. The California-based lifestyle store invested $200,000 in the buildout.
“We are so proud to be part of the rejuvenation of this historic corridor, said True Religion CEO John Ermatinger. “We have a wide variety of consumers and feel that Canal St. location is at the perfect intersection to celebrate our brand.”
Since 2014, the DDD has been working closing with the Astor and Terremark Partners to bring national retailers to the area. The 700 block of Canal Street, known as Touro Row and today as the Astor Hotel Block is in transition as the organization and its partners work to redevelop the block with a new mix of luxury and lifestyle brands. The Astor has six prime spaces facing Canal, Bourbon and Royal Streets. With this new addition, it is anticipated that retailers of similar quality will follow suit.
“Canal Street is changing,” said DDD President & CEO Kurt Weigle. “The properties are undergoing renovations and the retail and restaurants are improving. More residential options exist today than ever before. The time has arrived to restore Canal back to its days of grandeur. The DDD is gratified to play a role with so many property owners, Canal Street Development Corporation and others in the redevelopment of New Orleans’ Main Street.”
In 2004, the DDD released its Canal Street Redevelopment Strategy. Since then Canal has become the center of the resurgence of Downtown. With the addition of national and local brands such as PJ’s, Art of Shaving, Fogo de Chao and Starbucks. In addition, the DDD launched the Façade Improvement Grant Program which has aided in the restoration of twenty-three Canal Street facades, with three more in the works. Further, the DDD is working with several property owners to implement an upper floor redevelopment model developed by the DDD.