True Religion names Farla Efros as new interim CEO

By

Robin Driver

Published
Jun 6, 2019

As the LA-based streetwear and denim brand continues its search for a permanent CEO, True Religion has announced the appointment of consultant Farla Efros as its second interim CEO in just over half a year.
 

Efros has more than 20 years of experience working with retailers and CPG companies, 10 of which have been spent at HRC Retail Advisory and its predecessor firms, where she currently serves as president, a position that she will maintain alongside her new responsibilities at True Religion.
 
In her new role, she will take over from former American Apparel CEO Chelsea Grayson, who stepped into the role when John Ermatinger exited the company in November 2018. According to the brand, Grayson is resigning to pursue other opportunities.

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“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,” said True Religion Chairman Gene Davis in a release. “At the same time, we are pleased to have Farla stepping in as Interim CEO to enhance our strong team. Her proven operational and financial expertise are valuable assets and advantages that complement our iconic brand.”
 
“I am honored to assume this new role,” added 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.”
 
Last month the company also named co-founder of UpscaleHype, Allen Onyia, as its new artistic director, an appointment that many saw as part of an attempt to reposition the brand as a streetwear-focused label.
 
The company, which was founded in 2002, has been working hard to reassert itself as a streetwear leader since it emerged from bankruptcy in October 2017, securing high-profile collaborations with the likes of Bella Hadid and Manchester United.

On Wednesday, the brand announced that it has been seeing positive comps and trends so far this year, with particular growth in direct-to-consumer and e-commerce sales. The company also reported that it has experienced continued growth in international markets, including the UK, the Middle East, Eastern Europe and Asia, but gave no further details or specific figures.