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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Levi’s Be More Than a Denim Brand?

The American retailer wants to reach $10 billion in sales by 2027, with plans to open more stores, expand into new categories and potentially buy other fashion companies.
Levi's, 501 jeans, Hailey Beiber, Denim, Marketing
Levi's new 501 campaign featuring Hailey Beiber. (Levi's)

Levi Strauss & Co. may be the world’s most popular jeans brand. But that’s no longer enough, chief executive Chip Bergh said Wednesday.

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Further Reading

Why Levi's Is Worth $8 Billion

With a market capitalisation of $8 billion, the original blue jean maker plans to open new stores, develop fabric technology, offer more points of customisation for customers and improve its e-commerce experience.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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