Levi's to phase out its Denizen brandTuesday, 25 September 2012
Denim giant Levi Strauss is to discontinue its Asian
casualwear brand Denizen over the next twelve months in order to focus on growing its core Levi’s jeans brand.
Denizen currently operates in India through a network of 272 stores in cooperation with franchise partners. Levi's aims to drive the growth of its own label by offsetting the Denizen company.
“Across our company, we are focused on providing our consumers with great products, driving growth and innovation,” said Sanjay Purohit, General Manager of India for Levi Strauss & Co. “We made the strategic decision to phase out the Denizen brand in order to focus on growing the core Levi’s brand. We value the relationship with our employees and business partners and recognise their contributions toward Denizen.” Purohit continued, “We are committed to the India market and we’ll continue to build on our consumers’ connection to the Levi’s brand by delighting them with great products, exemplary service and a compelling brand experience.”
Levi Strauss & Co. has sold Levi’s clothing in India for more than 18 years. Its products are available through exclusive Levi’s brand stores and multi-brand stores in 200 cities across the country.
The company’s main office is in Bangalore and it has additional offices in Kolkatta, Mumbai and Delhi.