Levi Strauss & Co. Is expanding retail floor space across major Indian cities, targeting higher-margin women’s apparel and non-denim categories to fuel regional revenue growth.
The apparel maker recently crossed 500 stores in India, which now ranks among its top six markets globally. Rather than simply adding shop fronts, the company is increasing the square footage of existing and new locations in metros including Mumbai, Bengaluru, and Delhi, alongside secondary hubs such as Chandigarh, Pune, Ahmedabad, and Chennai.
Direct-to-consumer sales through its larger ICON store format now generate approximately 20 per cent of the brand’s India DTC revenue. Hiren Gor, managing director for South Asia, Middle East, and Africa at Levi Strauss & Co., noted that adding retail space in high-performing locations delivers equivalent commercial returns to opening separate doors.
Category Shift Toward Women and Tops
Consumer buying habits in India are diverging sharply from global denim baselines. Indian shoppers purchase more than one top for every bottom, compared to a global average of one top for every three bottoms sold.
Demand patterns reflect that split. While both denim and non-denim lines are expanding at mid-double-digit rates, women’s apparel is advancing at high double digits. The company’s upscale casual line, Red Loop, now accounts for roughly 15 per cent of its Indian menswear sales, also expanding at a high double-digit pace.
Supply chain localization underpins the category push. More than 95 per cent of the products Levi’s sells in India are manufactured domestically, supported by an in-house design team of 10 that creates 85 per cent of its product range specifically for the local market.
Direct Retailing and Regional Reach
International fashion labels in South Asia have routinely faced floor space constraints when attempting to sell complete lifestyle collections rather than single staple items. Shifting capital expenditure into large-format direct retail allows multinational brands to show complete lines, capture higher basket values, and protect margin against wholesale discount cycles.
Parent group Levi Strauss & Co. Recorded $6.3 billion in global revenue for fiscal year 2025. The company is leaning on higher square footage and expanded apparel assortments in India to close the gap toward its stated $10 billion global revenue target.
