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Levi Strauss to phase out dENiZEN brand from Asia

22
Sep '12
Levi Strauss & Co. announced that it will phase out the dENiZEN brand from Asia, including India, over the next twelve months in order to focus on growing its core Levi’s brand.  It is a strategic decision made by the company to focus on driving profitable growth.

Currently in India, dENiZEN operates through a network of 272 stores in cooperation with franchisee partners.  Levi Strauss & Co. will work closely with its trade partners to ensure a smooth transition during this time.

“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 recognize 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.

Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear.  The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Dockers, Signature by Levi Strauss & Co™, and Denizen brands. 

Levi Strauss & Co


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