On the boulevard.

True Religion Apparel, Inc. is opening its second Los Angeles area retail store, this time on North Robertson Boulevard in West Hollywood. The street, which is home to trendy boutiques such as Kitson and Madison and the dining hot spot the Ivy, is noted for celebrity spotting.

"North Robertson has always been high on our list of the most desirable retail locations," said Michael Buckley, president of True Religion Apparel. "It combines the exclusiveness of Beverly Hills and the cutting-edge coolness of Melrose Avenue. Our True Religion customer already shops here, so we are simply making our products even more accessible."

This is the third full-price store the company has signed on to build this year. The other two are in New York's SoHo shopping district and on Collins Avenue in Miami's South Beach. Both stores are expected to open in the fourth quarter of 2006. The company is also planning an outlet store near Palm Springs.

The Robertson store has 1,226 square feet of selling space and will carry the entire True Religion line, including jeans for men, women and children as well as its expanding line of sportswear, including knits and loungewear. True Religion opened a Manhattan Beach store in December of 2005. Company stock hovered around $21 last week.

Staff reporter Emily Bryson York can be reached at [e-mail] or at [phone], ext. 235.