Dive Brief:
- Furthering its DTC strategy, Levi Strauss & Co. has reopened its Levi’s store at CentralWorld mall in Bangkok, the company announced Monday. The store opening is part of the company’s plan to grow its number of wholly owned and operated stores across the country.
- The 364-square-meter store, which officially opened April 8, is the largest Levi’s location in Southeast Asia. The company partnered with Sundae Kids, an emerging cohort of Thai artists, to create a limited-edition collection for the store opening.
- The Bangkok location features Thailand’s second Tailor Shop, where tailoring professionals offer alteration, restoration and customization services. Customers can bring their Levi’s apparel to the shop to add patches, embroidery or get other personalization services done.
Dive Insight:
Levi’s store reopening is one component of the brand’s direct-to-consumer strategy in the region, the company noted in its announcement. The brand aims to grow its denim customer base in Thailand and throughout Southeast Asia, Sameer Koul, general manager for Southeast Asia and country manager for Thailand at Levi Strauss & Co., said in a statement.
“Thailand is an important strategic market for Levi Strauss & Co. within Southeast Asia, and Bangkok is one of the world’s most popular destinations for international tourists,” Koul said in a press release. “Levi’s CentralWorld store opens as our largest store in Southeast Asia to date, and represents our commitment to this dynamic market as we continue to build deeper direct connections with both local and international shoppers in Thailand.”
In addition to expanding its physical presence in Southeast Asia, Levi’s has brought on a new leader to oversee its selling channels. The company appointed Burberry executive Gianluca Flore as the new chief commercial officer, starting this summer. He will report to CEO Michelle Gass and manage Levi’s global store, e-commerce and wholesale operations.
Flore’s hiring comes as the brand works to reverse recent revenue trends. This month, Levi’s reported a 7.8% drop in Q1 revenue year-over-year, but its direct-to-consumer revenue saw a 7% bump. In January, the company said it planned to cut its global corporate workforce by between 10% and 15% as part of its long-term strategy to reach profitability and concentrate on its DTC operations.
