True Classic Partners with Stord to Overcome IMMEX Supply Chain Disruptions and Maintain Growth

Navigating Regulatory Challenges with Stord’s Commerce Enablement Platform

True Classic, one of the fastest-growing direct-to-consumer premium menswear brands, has announced a strategic partnership with Stord, a leading provider of commerce enablement fulfillment and technology services. The partnership comes in response to major regulatory changes to Mexico’s IMMEX program, which disrupted True Classic’s supply chain by restricting the importation of apparel and other goods into the country.

Despite these challenges, True Classic was able to resume operations within 30 days thanks to Stord’s rapid response and fulfillment solutions.

“When a sudden regulation change halted imports to our Mexico distribution centers, Stord moved swiftly to establish a new fulfillment hub in Kentucky,” said Ben Yahalom, CEO of True Classic. “Their agility and shared dedication to service enabled us to resume operations in under 30 days and continue delivering seamlessly.”

True Classic’s Meteoric Growth and Commitment to Philanthropy

Since its founding in 2019, True Classic has grown at an extraordinary pace. Initially launching with a single T-shirt design in six colors, the brand quickly scaled to over 50 apparel categories, nine retail locations, and global reach across 192 countries. By 2021, the company had surpassed $100 million in revenue, and today, it continues to expand its footprint while staying true to its mission of providing high-quality, comfortable, and stylish menswear.

Beyond its commercial success, True Classic is also deeply committed to philanthropy. Since July 2024, the company has donated over 250,000 shirts to homeless veterans, shelters, and schools. Additionally, it supports initiatives like the Tiny House Project, provides resources during humanitarian crises, and helps fulfill teacher wishlists.

The Impact of IMMEX Program Changes on the Apparel Industry

In December 2024, Mexico introduced substantial modifications to its IMMEX (Maquiladora, Manufacturing, and Export Services Industry) program, directly affecting apparel, textiles, and other industries. These regulatory shifts limited the importation of key products into Mexico, forcing many brands to reconsider their supply chain strategies.

For True Classic, this change posed a significant operational challenge, as its Mexico-based distribution centers faced severe import restrictions and increased fulfillment costs. The company needed a fast and efficient solution to maintain its high service levels without compromising customer experience.

Stord’s Rapid Fulfillment Transition and Technology-Driven Solutions

To address this challenge, Stord stepped in with a robust fulfillment strategy, relocating True Classic’s distribution operations to a new fulfillment hub in Hebron, Kentucky. The entire transition—from contract signing to outbound shipments—was completed in just 19 days, ensuring minimal disruption to customers.

By leveraging Stord’s advanced fulfillment network and proprietary technology solutions, True Classic was able to optimize its logistics and continue delivering to customers seamlessly.

Key Benefits of the Stord Partnership for True Classic

• End-to-End Fulfillment Integration – Stord’s automated fulfillment centers ensure seamless order processing, from warehouse management to final delivery.

• Real-Time Order & Inventory Visibility – Stord’s Order Management System (OMS), Stord One Commerce, provides up-to-the-second updates on inventory, shipments, and performance metrics across all sales channels.

• Last-Mile Optimization & Cost Reduction – Stord’s Parcel and Last-Mile Optimization software selects the best shipping carrier and service level for each order, ensuring reliable delivery without unnecessary costs.

“Supply chain disruptions have become commonplace for start-up operators in recent years,” said Chad Brinton, Head of Operations at True Classic. “Stord provided a solution that allowed us to move quickly and continue providing great service. Ultimately, they helped us turn a disruption into an opportunity to evolve our mission to help our customers look good and feel good.”

Stord’s Role in the Future of Omnichannel Fulfillment

Stord has built a reputation as a leader in omnichannel fulfillment, warehousing, and logistics technology. The company manages over $5 billion in commerce annually, supporting brands like AG1, Native, Tula, and American Giant.

“True Classic is an impressive brand,” said Sean Henry, CEO and co-founder of Stord. “They have successfully navigated the challenging apparel market while meeting growing consumer demand and expanding inventory lines. We are honored to help them continue their growth while overcoming dynamic global market conditions.”

By partnering with Stord, True Classic gains access to a scalable, technology-driven supply chain solution that ensures smooth operations even in the face of global disruptions.

Stord to Exhibit at Manifest 2025 (Booth 1506)

Stord will be showcasing its innovative commerce enablement solutions at Manifest 2025, one of the premier supply chain and logistics conferences. Taking place from February 11-13, 2025, in Las Vegas, NV, Manifest brings together top brands, retailers, 3PL providers, technology leaders, and investors to discuss the future of logistics and commerce.

At Booth 1506, Stord will highlight how its fulfillment and technology solutions help brands like True Classic navigate supply chain disruptions, optimize logistics, and maintain seamless customer experiences.

For more information, visit www.stord.com or stop by Manifest Booth 1506.