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True Religion Names New Interim CEO Amid Search for a Permanent Leader

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True Religion is changing leadership hands—again.

Company chairman Eugene Davis and interim CEO Chelsea Grayson announced Wednesday that Farla Efros, a consultant to the company, will assume the role of interim CEO.

Efros succeeds Grayson, who is resigning to pursue other opportunities. Grayson was appointed to the role in November 2018 when John Ermatinger decided to retire.

As the president of the retail consulting firm, HRC Retail Advisory, Efros has worked closely with True Religion’s leadership team in recent months. She brings more than 20 years of experience working with retailers and CPG companies, including almost a decade at HRC Retail Advisory and its predecessor firms. She will continue in her capacity as president at the advisory firm while serving as True Religion’s interim CEO.

In a statement, Davis said Efros’ “proven operational and financial expertise are valuable assets and advantages that complement our iconic brand.”

True Religion maintains that is conducting a search for a permanent CEO to lead it in “pursuing its significant opportunities in streetwear.” Last month, the denim brand tapped streetwear tastemaker and the founder of the online magazine, UpscaleHype, Allen Onyia, to serve as artistic director.

The company said it has experienced positive comps and trends this year in direct-to-consumer and e-commerce sales, and that it is seeing continued growth in international markets, including the U.K., Middle East, Eastern Europe and Asia.

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