Premium jeans brand True Religion Apparel Inc is focused on increasing its penetration into existing retail accounts, given recent record-breaking sales trends, the Los Angeles company’s chief financial officer said at an industry event.

The company, whose jeans can retail for as high as $300 in specialty boutiques and major department stores such as Saks Inc and Nordstrom, is not actively seeking new wholesale accounts, given the possibility of brand dilution, said CFO Pete Collins on Tuesday.

“It’s not new accounts, it’s penetrating what you’ve got,” Collins told Reuters, speaking at the Project apparel trade show in Las Vegas.

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