German distribution agency Unifa Premium GmbH and the American premium denim brand True Religion Apparel, Inc. have created a joint-venture called True Religion Brand Jeans Germany GmbH.

Effective August 1, 2010, the company will be in charge of carrying out the entire distribution and retail business of the brand in Germany, Austria, Switzerland and the Benelux states.

“We formed the joint venture in order to expand our retail activities in these countries,” said Jeffrey Lubell, CEO and Board Member of True Religion Apparel, Inc.

Düsseldorf-based Unifa had already been distributing the US brand for more than six years. Its products, in addition to denim, include hoodies, shirts, jackets, accessories, shoes and a fragrance.

Leading up the joint-venture, at the end of March this year the company opened the first European True Religion store in Cologne’s Ehrenstrasse. Further store openings in Germany have been planned, according to Reinhard Haase, managing director of Unifa.