US' Levi Strauss & Co names Michelle Gass as new president & CEO

In addition, the board has elected Bergh as executive vice chair of the board until his retirement date. Thereafter, Bergh will transition to the role of senior advisor until the end of the company’s 2024 fiscal.

“We would like to thank Chip for his inspirational leadership and unwavering commitment to the company over the last 12-plus years,” said Bob Eckert, chairman of the company’s board of directors. “Chip has transformed this company and will leave it far better than when he arrived. I know we will continue to benefit from Chip’s strategic perspective as he continues to serve on the company’s board.”

Over the course of his tenure, Bergh evolved the company into one of the world’s best apparel companies and advanced the Levi’s business from a predominantly men’s US wholesale bottoms business to a global, DTC-driven one, in addition to reinvigorating the women's business. Bergh also revitalised the Levi’s brand, repositioning it at the centre of culture through strategic initiatives like claiming the naming rights for Levi’s Stadium and deepening the brand’s connection to the music industry. Bergh was also recognised in 2019 as one of the World’s 50 Greatest Leaders by Fortune magazine, the company said in a press release.

“It has been an incredible privilege to lead this great company as CEO for the last 12 years. I want to especially thank my team, the board of directors and the family shareholders for all their support through the years,” Bergh said. “The Levi’s brand is the strongest it has ever been, and as we pivot to become more of an omni-channel, direct-to-consumer retailer, it is time for new leadership. While I’ve known Gass for more than a decade, my time working closely with her this past year has given me great confidence that her experience, track record of innovation and impact, and passion for the business will position the company for sustainable, profitable growth and significant shareholder and stakeholder value creation.”

“We are thrilled to have Gass become LS&Co’s next CEO. This was a well-executed transition that required great humility and teamwork between Bergh and Gass, and it couldn’t have gone better. Over the last year, we have seen the significant impact Gass has had on sharpening the Levi’s brand vision as a ‘denim lifestyle’ leader while also positioning it to respond to fast-changing consumer needs and expectations across global markets. We’re confident that Gass’ extensive retail and omni-channel experience will position LS&Co. to thrive in its next phase of growth,” Eckert added.

Since starting as president of LS&Co in January 2023, Gass has been responsible for leading the Levi’s brand, including its product, merchandising and marketing functions, as well as the company’s digital and global commercial operations, while working closely with Bergh. As a former Fortune 500 CEO, Gass has been focused on accelerating international growth, positioning the Levi’s brand as a head-to-toe denim lifestyle apparel business and transitioning LS&Co’s operating model to a DTC-first organisation.

“I am honoured to be stepping in to lead this iconic brand and company, one that I have deeply admired and respected for many years. Levi’s is more than a denim icon; it’s part of our cultural fabric and an enduring symbol of quality, innovation and progress,” Gass said. “In the past year, Bergh and I have travelled the globe, and I’ve had the privilege of meeting many members of the LS&Co. team. Those interactions have only underscored my confidence in the incredible potential of our business, the strength of our brands and the power of the company’s values-driven, profits-through-principles approach. I am incredibly excited to lead our amazing team and to realise our ambition of becoming a world-class direct-to-consumer retailer. As we build on our 170-year legacy, I’m more confident than ever that we have the right team and strategies in place to unleash the next era of sustainable, profitable growth for LS&Co.”

Fibre2Fashion News Desk (RR)