The Levi Strauss & Co. has been busy expanding its across Canada.
Three new stores opened in early November, all in regions where e-commerce sales and consumer demand have been particularly strong, said the company.
The latest store openings mark the first new permanent locations in Canada in two years, bringing the total number of Levi’s stores in the country to over 50. Earlier this year, two other Levi’s stores were relocated in the Yorkdale Shopping Centre and Vaughan Mills shopping mall in Toronto to prioritize premium and larger mall locations as the brand strengthens its presence across Canada, added the retailer.
The company said new locations in Kelowna and Toronto will help expand the brand’s presence in British Columbia and Ontario, while a third store in the Midtown shopping centre in Saskatoon is the first owned and operated location in the province. These new stores added to the recent opening of an important location at the DIX30 shopping centre in Montreal this summer, an important new location in Quebec, it added.
“What’s special about these stores is that they showcase the most premium Levi’s experience for our fans,” said Vicky Skelton, managing director for LS&Co. Canada. “If you want to be inspired and are in search of the perfect denim lifestyle outfit, swing by a Levi’s store, and one of our experienced stylists will be more than happy to help you out.
“The brand has resonated really well with the Canadian consumer for decades. As I’m exploring the Canadian market, I know that many of us have a Levi’s story. Many people globally do.
“So it’s really important to us to make sure to our brand to the consumer where they like to shop. As the Canadian market has evolved, as malls have evolved in this market, there’s definitely an opportunity, or we’ve identified an opportunity, for us to show up in those malls and take the brand to consumers in the most elevated way in our premium store environment.”
The retailer said it has been in the Canadian market for decades and it has created longstanding, mutually beneficial partnerships throughout the region — and there’s still so much potential to continue to grow in the country.
Skelton said the retailer has looked at its market data to determine where the Canadian consumer wants to see the brand have a physical presence.
“British Columbia and Ontario will remain key regions for Levi’s in 2025,” said the company, adding that new store openings in Canada are expected to continue at a similar pace next year.
“Meanwhile, momentum keeps building in the direct-to-consumer (DTC) and women’s businesses in the country, two key strategy areas for LS&Co. globally. Overall, Canada holds great potential for LS&Co. over the next few years,” it said.
“Denim lifestyle categories like denim dresses, skirts, jackets and shirts will be ongoing priorities to keep the women’s business strong in the year ahead. The team is particularly excited about the denim on denim (on denim) style for both him and her, a look at the heart of our brand expression. And as we continue into the fall and winter months, Levi’s will lean more into outerwear and sweaters, bringing functional, warm, fashion-leading options to the Canadian consumers as they plan for the colder months.”
“The goal is to bring the full outfit to our consumer — not just the jeans,” explained Skelton.
Maintaining a holistic channel strategy
The retailer said it is maintaining a holistic channel strategy. Its DTC-first strategy does not mean DTC only — and this mindset applies to every region in which it operates, it said.
“In tandem to expanding the Levi’s store fleet, the team has also focused on enhancing the Levi’s presence and experience across a number of partner stores, including our most recent example at the Mark’s Queensway location,” added the company.
“Wholesale remains a key part of our business and plays an integral role in our overall growth ambition,” said Skelton. “Our focus continues to be on the partnerships with key wholesalers that share and support our strategic priorities, and to deepen existing partnerships as we further our reach and accessibility to our fans across the region.
“Canada is such a vast geography with a relatively small yet diverse population. We’re always looking at ways to innovate around that and reach even more fans.
“We have a strong focus on DTC globally. We’re DTC first from a strategic perspective and so that means the imperative is on us to look at our DTC opportunities and really bring to them life and that leads us to the three new store openings that you’ve seen in the last few weeks.
“It’s important to us to get the right location to meet the consumer where they are today and delight them. Certainly it will remain a big focus for us in Canada as we go into 2025.”
She said a holistic brand strategy is really important in this market.
“This is a very large geographical market. We have a large land mass here. And we’re not going to open a store in every single location. So it’s really important that we have partners that can help bring Levi’s to the consumer in those locations where we might not choose to open a store,” explained Skelton. “Having that diversity across our channels remains extremely important to the overall growth plans in Canada.”
Skelton said consumers receive not only an elevated retail experience in the stores but “our stylists are so knowledgeable about what the right fit might be for you, what the right denim lifestyle outfit might be for you. So you get that customer service as well as the overall assortment and the experience of Levi’s.”
That will lead to customer loyalty, she added.
Recently, Levi’s launched a campaign with global icon Beyoncé.
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