Global denim icon Levi’s® has officially launched at Holt Renfrew, starting with pop-up shops and in-store activations at select locations across Canada. The partnership marks a major step in Levi’s® strategy to expand its premium presence in the Canadian market, following the recent closure of Hudson’s Bay stores — previously a key retail partner for the brand.
Beginning this summer, Levi’s® products are being showcased through pop-up concepts in Holt Renfrew stores, with early launches in Calgary and at Holt Renfrew Ogilvy in Montreal. These locations feature a focused selection from the Levi’s® Red Tab™ collection — including the iconic 501® jean, western shirts, Trucker jackets, and limited-edition pieces crafted by regional Levi’s® Tailor Shops.
“In Calgary and Montreal, fans can now experience the essence of Levi’s® in an elevated setting,” said Vicky Skelton, managing director for LS&Co. Canada. “This partnership with Holt Renfrew allows us to bring that spirit to life in a premium setting, offering consumers not just iconic Levi’s® pieces, but immersive experiences that celebrate self-expression and style.”
National Rollout and Exclusive Experiences
Additional Holt Renfrew locations will debut Levi’s® offerings throughout the summer. In August, the Toronto Bloor Street flagship will launch with curated assortments from both the Red Tab™ and Blue Tab collections. Vancouver’s location will include an in-store Levi’s® Tailor Shop with a dedicated tailor on-site, allowing guests to personalize garments in real time. At the Yorkdale and Square One stores, Levi’s® collections will be integrated into the denim department.
The launch of Levi’s® pop-up shops coincides with the brand’s introduction of its most elevated product line: the Blue Tab collection. Originally launched in Japan and now available in the U.S. and Canada, Blue Tab features exclusive denim pieces made from premium fabrics that fuse Levi’s® American heritage with Japanese craftsmanship and modern silhouettes.
Levi’s® is engaging consumers through unique in-store events. In Calgary, the launch was accompanied by a Levi’s® Bandana Bar where shoppers could personalize bandanas while enjoying a live DJ and coffee from a branded barista station. The experience will be replicated at Montreal’s Ogilvy store from July 26 to July 27.
“Denim is a rapidly growing business here at Holts, and Levi’s® has a legacy of authenticity and quality in denim,” said Carolyn Wright, senior vice president of Product at Holt Renfrew. “This partnership with Levi’s® reinforces Holt Renfrew as a destination for premium denim and features unique items, only available at Holts, underscoring our brands’ shared values of empowering self-expression.”
Filling the Void Left by Hudson’s Bay
The new partnership with Holt Renfrew follows a major shift in Canada’s department store landscape. Levi’s® was previously a major seller at Hudson’s Bay stores, where the brand generated tens of millions of dollars in annual sales. That channel closed abruptly after Hudson’s Bay Company filed for bankruptcy protection and shuttered all of its department stores across Canada in early June 2025.
Holt Renfrew’s new relationship with Levi’s® helps fill the retail gap left by Hudson’s Bay’s exit, giving Canadian consumers access to the brand in a premium setting. The timing creates a strategic opportunity for both companies — with Levi’s® securing continued brick-and-mortar visibility, and Holt Renfrew gaining sales volume from a heritage brand with longstanding customer loyalty.
Ecommerce and Standalone Store Strategy in Canada
In addition to the Holt Renfrew launch, Levi’s® continues to grow its direct-to-consumer operations in Canada. The brand operates a Canadian ecommerce site at Levi.com, offering a full assortment of apparel and accessories, including the Red Tab™ and Blue Tab collections. Levi’s® has also been expanding its network of standalone stores across the country in recent years, reinforcing its commitment to serving Canadian consumers through both physical retail and digital channels.
These standalone locations, found in major shopping centres, offer tailored brand experiences and services such as tailoring, personalization, and limited-edition drops. The retail expansion supports Levi’s® broader omnichannel strategy to meet customers wherever they shop, whether through store partnerships, owned stores, or digital platforms.
Holt Renfrew Broadens Its Merchandise Strategy
While historically positioned as a destination for luxury labels and designer fashion, Holt Renfrew has been broadening its merchandising strategy in recent months to include a wider range of price points and product categories. This evolution reflects a broader shift in retail, as consumer expectations around value, uniqueness, and brand accessibility continue to evolve.
Rather than focusing solely on price or prestige, Holt Renfrew is increasingly curating products that are exclusive, limited-edition, or otherwise hard to find in the Canadian market. The inclusion of Levi’s® — a globally recognized heritage brand offering both iconic and premium lines — aligns with this new vision.
The move positions Holt Renfrew as a key player in Canada’s changing department store landscape. With the departure of Nordstrom and the closure of Hudson’s Bay, Holt Renfrew is filling an important void — offering both elevated shopping experiences and distinctive product assortments that span luxury to premium accessible.
This strategic pivot allows Holt Renfrew to retain its luxury positioning while embracing a broader community of shoppers who value quality, craftsmanship, and individuality over status alone.
Positioning for the Future
As Holt Renfrew continues to reimagine its role in the Canadian department store landscape, its partnership with Levi’s® signals a broader opportunity: to serve as a new kind of premium destination — one that balances high fashion with heritage, exclusivity with accessibility, and product with experience.
For Levi’s®, the collaboration builds on its omnichannel strategy and brand elevation initiatives across North America. “We’re excited to continue the business momentum we’ve experienced with the premiumization of our brand,” said Skelton. “Our push to elevate the Levi’s® brand through new product assortment and our retail experience is a pivotal step, allowing us to connect with a whole new community of fans.”
With pop-ups underway and new activations on the horizon, the Levi’s® partnership reinforces Holt Renfrew’s position as a forward-looking retailer — and offers Canadian shoppers a new way to engage with one of the world’s most iconic denim brands in an upscale setting.
