Levi’s tries on a new format

Levi Strauss & CO has announced its “biggest UK investment in retail for five years”. Between now and the end of October, Levi’s will begin a European roll out of an end-to-end brand and store rethink.

It is relaunching its flagship store in Regent Street, three other London Stores (Oxford Circus, Covent Garden and King’s Road), its nine London concessions including Selfridges, Dickins & Jones and Harrods, and merchandising in 60 other points of sale.

Levi Strauss & Co marketing director for northern Europe Kenny Wilson says the concept will then be extended to five or six other cities in the UK and Europe. Incumbent design group Checkland Kindleysides, which redesigned Levi’s San Francisco flagship, is conducting the rethink.