Levi Strauss & Co reinvents India operations with large-format stores in high-streets

Levi Strauss & Co is accelerating its retail evolution in India, shifting focus from sheer store count to expanding physical square footage in high-street locations and key urban shopping malls. Having crossed its milestone 500^th store in the country, the brand is prioritizing large-format ICON outlets - which now drive roughly one-fifth of its direct-to-consumer revenues—to deliver elevated consumer engagement. According to Hiren Gor, Managing Director, SAMEA, enhancing spatial experiences in core metropolitan markets takes precedence over rapid geographical proliferation.

Capturing high-growth wardrobe segments

To solidify its transition from a traditional denim-bottoms maker into a comprehensive lifestyle label, the company is aggressively scaling its women's wear and non-denim categories. While core denim lines register mid-double-digit growth, women's apparel is growing in high double digits, fueled by strong demand for tops. Market data indicates, Indian shoppers purchase more than one top for every bottom, outperforming global sales ratios and unlocking fresh opportunities across casualwear occasions.

Driving premiumisation via local agility

The brand's local design team ensures that over 95 per cent of products consumed in India are manufactured domestically, enabling rapid response to fast-evolving fashion preferences. Simultaneously, premium collections like Red Loop are recording high double-digit growth, contributing nearly 15 per cent to the men's portfolio through upgraded fabrics and sophisticated casual styling.

Leveraging domestic sourcing for robust financial performance

Founded in 1853, San Francisco-based Levi Strauss & Co. designs and markets denim, casual apparel, and accessories across global markets. Operating extensively in India since 1994, the company focuses on premium retail expansion, local manufacturing alignment, and direct-to-consumer digital channels. Backed by strong international revenues scaling toward its multi-billion-dollar targets, the brand leverages deep domestic sourcing to sustain robust financial performance.