Levi Strauss upgrades Indian business

10 February 2023, Mumbai

Levi Strauss is scaling up investment in its stores and innovation in India.

The denim maker sees India as a top priority for sales growth amid fears of recession in many developed countries. Levi’s came to India nearly three decades ago and now has more than 400 stores across 150 cities.

Levi’s started its operations in India by forming a wholly owned subsidiary known as Levi’s Strauss India in 1994 and has grown invariably since then. The brand aims to strengthen its physical footprint in the country with better stores and consumer experience.

For instance Levi’s has relaunched its Chandigarh store. The new store, spread across 4045 sqft, in the brand’s cutting edge NextGen store format that is designed to give consumers an authentic and consistent expression of the Levi’s brand. It is digitally enhanced and with a lighter, modern and more open design elevating the experience for consumers to explore the store and collections.

By upsizing one of India’s best-performing Levi’s stores, the brand endeavours to bring consumers a seamless shopping experience conducive to finding the perfect pair of Levi’s jeans.

As the world’s second most-populated country, India is an attractive market for apparel brands, especially with youngsters increasingly embracing western-style clothing.

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