Levi’s shifts strategy to bigger stores and women’s wear in India

Levi Strauss & Co is changing its India growth strategy by focusing on larger stores, women's apparel and non-denim categories, according to company executives. The denim brand opened its 500th store in India and said about one-fifth of its direct-to-consumer revenue now comes from its larger ICON stores. Hiren Gor, managing director for South Asia, Middle East and Africa, said the company is prioritising square footage in key cities over store count alone.

Levi's India revenue rose 20.6% to Rs 2,223.4 crore in FY25, while net profit increased 26.9% to Rs 202.3 crore, Livemint reports. The women's business is growing at high-double-digit rates, while both denim and non-denim are growing at mid-double-digit rates. More than one top is sold for every bottom in India, compared with a global ratio of one top for three bottoms, indicating headroom in tops and non-denim categories. The company's premium Red Loop range contributes about 15% of its men's business and is growing at high double digits.

Levi's aims to reposition itself as a denim lifestyle brand beyond just jeans. Over 95% of its products sold in India are manufactured locally, insulating the company from supply chain disruptions. India is among its top six global markets, and Levi Strauss & Co has set a global revenue ambition of $10 billion.