True Religion has announced that Farla Efros, a consultant to the company, will assume the role of interim chief executive officer. She succeeds Chelsea Grayson, who is resigning to pursue other opportunities.
As president of HRC Retail Advisory, a leading North American retail consulting firm, Efros has worked closely with True Religion’s leadership team in recent months. Efros has over 20 years of experience working with retailers and CPG companies, including almost 10 years at HRC Retail Advisory and its predecessor firms. She will continue in her capacity as president at HRC Retail Advisory while serving as True Religion’s interim chief executive officer.
“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,” Gene Davis, chairman of True Religion. “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.”
True Religion also is conducting a search for a permanent chief executive officer to lead it in pursuing its significant opportunities in streetwear, as the True Religion brand continues to celebrate the values of diversity, freedom, and authenticity. The company noted that it has experienced positive comps and trends this year in direct-to-consumer and ecommerce sales, and that it is seeing continued growth in international markets, including the UK, Middle East, Eastern Europe, and Asia.
“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.”