Translated by
Barbara Santamaria
Dec 19, 2016
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Levi’s to open 15 new stores in Spain, readies tech jacket launch

Translated by
Barbara Santamaria
Dec 19, 2016

Levi’s is set to expand its footprint in Spain. The denim brand is planning to grow its business in the country and adapt to the needs of local consumers with an array of strategic decisions for 2017.


Spain is one of Levi’s biggest markets, said brand VP, Europe South, Santiago Cucci. In an interview with Expansion, the executive revealed that the brand is planning to add 15 new outlets to its Spanish portfolio next year.

It follows an important year for the brand, which launched several stores in Spain this year, particularly in the third quarter. The latest was a store opened on Las Ramblas Barcelona after a major launch party.

Cucci, who is responsible for the store refurbishment plan, says the label is planning to launch next year a new retail concept featuring only womenswear collections. With only 60 sq mts of space, the dedicated women’s boutique will be smaller in size and will focus on attracting a female audience.

Other stores planned to open next year will feature the brand’s ‘pioneer’ concept, introduced in Spain in 2016.

It has been rolled out in new Levi’s stores across Spain, which extend on average over 125 sq mts and are located in shopping centres and on high streets.

Levi's will be launching a weareable tech jacket , developed in collaboration with Google, in spring 2017 - Levi Strauss


In addition to launching a new store image, Levi’s has reinvented itself in Spain with the launch of new in-store services such as the Tailor Shop. The premium service allows customers to customize their Levi’s denim and was introduced in Spain for the first time this year.

Further innovations are set to arrive in the upcoming seasons, particularly in terms of customization. According to Cucci, the brand is focusing on catering to different niches, such as skaters or cyclists, to attract new customers. Levi’s commuter collection launches in the spring of 2017.

One of the highlights of the collection is the Commuter Trucker Jacket, which features wearable tech developed in collaboration with Google’s Project Jacquard. The jacket is equipped with tech functions woven into the jacket, allowing cyclists to wirelessly access their phone and favourite mobile apps with a simple touch.

The jacket’s price has not yet been announced. However the product will be a key part of Levi’s new era as it begins to put innovation at the centre of its range.

The American retail group Levi Strauss, owner of Levi’s, Dockers and Denizen, has over 50,000 stores and a presence in more than 110 countries around the globe.

The group reported revenue of $4.49 billion last year, down 5% from the previous year, however profits increased from $106 million to $209 million.

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