Date:18/02/2006 URL: http://www.thehindubusinessline.com/2006/02/18/stories/2006021802000800.htm

Back Levi Strauss revving up its retail plans

Our Bureau

New Delhi , Feb. 17

INDIAN subsidiary of the denim major, Levi Strauss & Co is on an expansion mode. It has plans to add to its 500-odd stores currently in the country. "We are looking at opening two more of our iconic stores (which store only the premium brands) in Bangalore and Mumbai," Mr K. Venkataramani, Marketing Director of Levi Strauss India Pvt Ltd, said.

He was speaking on the sidelines of a conference announcing the `Levi's Great Indian Rock 2006', which the company is sponsoring this week. The show well into its 10th edition kicks off on Friday in the Capital.

The company is experimenting with different retail formats for its expansion. "We opened our first Women's Only outlet in Bangalore and are still studying the model," he said.

The company intends to roll out larger format stores in six major cities, he added.

Levi's high on the buoyant Indian demand for denim clothing has registered around 35 per cent growth over the last three years.

The company is revving up its retail plans, besides foraying into the mid-priced domestic jeans market with Levi's Signature sub-brand, which it is test marketing in the south.

On the issue of 51 per cent FDI being allowed in the single brand retail sector, Mr Venkataramani said that the company was still studying the model.

India's jeans market is pegged at 2.4 crore pieces annually, and growing at 10 per cent with the premium segment, priced above Rs 999, registering a higher growth of 15 to 20 per cent annually.