True Religion drives brand transformation with appointment of E-commerce SVP

American denim and sportswear brand True Religion has named former Columbia Sportswear Executive Scott McCabe as its new Senior Vice President of E-commerce. 

McCabe will lead the brand's transformation into a digital first direct-to-consumer business by leveraging his extensive career in e-commerce, having worked for the past 25 years at retailers including Macy’s, Gap, and Banana Republic.

During the four years McCabe spent at Columbia he was responsible for tripling its e-commerce business and continued its double-digit year-over-year revenue and operating income growth.

Michael Buckley, Chief Executive Officer of True Religion Apparel said: “Scott’s incredible track record of growth, profitability, and innovation will help propel True Religion’s rapidly expanding digital commerce business. His customer-first vision combined with broad expertise in performance marketing, customer acquisition, and loyalty will be critical to True Religion’s goal of tripling online revenues and achieving 50% e-commerce sales penetration by 2025.”

Scott McCabe added: “True Religion is at a very exciting moment in its almost twenty-year history as e-commerce becomes an even more important channel for the consumer. I’m excited to join Michael and the rest of the team at True Religion to augment the incredible business transformation underway with expanded digital capabilities.”