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Levi’s homes in on Asia with largest store opening in the region in India

U.S denim purveyor Levi’s announced on March 30 the opening of its largest store in Asia, as the company continues to home in on the region as one of its top markets via India.

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Opening along Bangalore’s prominent Brigade Road shopping hub, the new India store measures a whopping 7,521 square feet, and is designed based on the San Francisco-based brand’s future-thinking ‘NextGen’ store format.

Inside, shoppers will find iconic Levi’s products such as the 501 jeans and classic Trucker jackets. The store will also retail the newest range of pieces for both men and women, including the latest trends, and premium collections and collaborations.

The store also boasts Levi’s ‘Tailor Shop’, made up of tailoring professionals, which give consumers an opportunity to personalise purchases, including alteration and restoration services, as well as customisation through embroidery, patches, pins, and more.

The Tailor Shop

Levi’s also  worked with artists Sachin Bhatt, Osheen Siva, The Doodle Mafia and public art collective, The Aravani Project to create artworks that showcase the city and its history.

The new Brigade Road store continues Levi’s direct-to-consumer strategy and expansion focus in Asia. It marks another milestone in the brand’s strategy of diversifying its business across geographies, apparel categories and distribution channels, according to a press release.

“With consumer behaviour shifting in the ever-changing retail landscape, we at Levi’s continue to prioritise how we deliver our iconic products and an impactful brand experience, especially to our growing base of young, savvy consumers in India and across Asia. With this year marking the 170th anniversary of Levi Strauss & Co., the Brigade Road store – our largest in Asia – aims to be a premium one-stop-shop in one of the region’s most vibrant cities. It will allow us to engage with Levi’s fans who are looking to create a style statement and connect with one of the most well-loved apparel brands in the world,” said Amisha Jain, managing director and SVP, South Asia, Middle East & Africa at Levi Strauss & Co.

“India, in particular, is a priority growth market for Levi Strauss & Co. As we look to scale up our investments in Asia, the opening of the Brigade Road store signifies our commitment towards offering quality and innovation in the latest fashion to consumers in both India and the wider Asia region.”

In its most recent trading update in January, Levi’s said fourth-quarter net revenues in Asia increased 1 percent on a reported basis. The increase was driven by both wholesale and DTC channels and in most markets outside of China, where net revenues declined 22 percent on a reported basis.