True Religion has promoted executives Kristen D’Arcy and Tina Blake to support the growth of its digital and women’s businesses and meet the company’s goal of achieving $1 billion in sales in a few years.

D’Arcy has been promoted to chief marketing officer and head of digital growth, which company officials said was a new position. D’Arcy has served as chief marketing officer since 2023, when she became the first and only person in the company to hold that title.

“In addition to overseeing all marketing efforts, Kristen now runs True Religion’s e-commerce business, the brand’s biggest growth driver, which is slated to represent nearly 50 percent of the business by the end of this year and will continue to grow double digits year over year,” the company indicated in a statement. Three years ago, True Religion’s digital business accounted for 35 percent of the total business.

D’Arcy said the growth in digital will be achieved by improving True Religion’s digital experience and customer service and increasing website conversion. Among other accomplishments, D’Arcy launched True Religion’s “Team True” content-creator and “Own Your True” platforms.

Blake has been promoted to creative director and senior vice president of design, merchandising and brand image. With the promotion, Blake now manages the entire merchandising organization, overseeing all men’s and women’s merchandising, in addition to design for all of the brand’s digital channels. Her former title was senior vice president of men’s and women’s design and brand Image.

“My priorities, from a high-level business perspective, aren’t changing. I’m here to drive growth in the business by creating great product and a great, aspirational brand image,” said Blake. “In terms of merchandising, our team has been doing an amazing job, so I’m looking more at optimizing processes, focusing on specific category growth, dialing in how we leverage trend data and making sure we’re always looking forward from a product perspective.”

Officials said the promotions did not result in any departures from the company.

The denim, sportswear and accessories brand distinguished by its “Super T” stitch expects annual sales to top $450 million this year. True Religion expects to reach its goal of $1 billion in sales in three to five years.

“Kristen and Tina have been key to driving the growth of our digital and women’s businesses and in their newly expanded roles, they’ll have even greater resources and ability to accelerate our business and take True Religion to the next level,” Michael Buckley, True Religion’s chief executive officer, said in a statement.