Levi’s broadens India push beyond denim with bigger stores and kidswear

Levi Strauss India is expanding women’s, non-denim and premium assortments while scaling large-format Icon stores. The brand has 500 stores, sources over 95% of India-consumed products locally and has entered kidswear through Apparel Group India.

— Source published Sun, 23 Aug, 2026, 07:01 IST · First seen Sun, 23 Aug, 2026, 07:06 IST · Source Mint

What happened

Levi's is broadening its India portfolio into women’s wear, non-denim and premium products while prioritising larger Icon stores. Its 500-store network is

Key facts

  • Levi Strauss India FY25 revenue: ₹2,223.4 crore, up 20.6%
  • FY25 net profit: ₹202.3 crore, up 26.9%
  • India jeans market estimated at ₹32,900 crore in 2025
  • 500 Levi's stores in India
  • Icon stores exceed 5,000 sq ft
  • Icon stores contribute about 20% of direct-to-consumer revenue
  • Red Loop accounts for about 15% of business
  • More than 95% of products consumed in India are made or built locally

Why this matters

Levi’s partnership-led entry into kidswear and expansion into women’s, non-denim and premium categories highlight whitespace for adjacent-brand, licensing and retail-format partnerships in India.

What to watch

  • Quarterly direct-to-consumer revenue mix and whether Icon stores rise above roughly 20% of DTC sales.
  • Comparable-store sales and sales-per-square-foot for Icon versus conventional Levi’s stores.
  • Women’s, non-denim and kidswear share of revenue, gross margin and markdown rates.
  • Store-count growth, especially the mix of large-format openings versus franchise or standard outlets.
  • Inventory turns and local sourcing expansion beyond domestic consumption.
  • Competitive responses from Zara, H&M, Uniqlo, Marks & Spencer, Lifestyle, Reliance Retail and Indian denim brands.
  • Open more Icon stores in top malls and high-street catchments, while selectively upgrading productive legacy stores.
  • Expand women’s assortments in fits, dresses, tops and non-denim bottoms to increase repeat purchase frequency.
  • Use Apparel Group India’s retail and distribution network to scale kidswear across department stores, exclusive outlets and digital channels.
  • Introduce India-specific premium capsules and localized fits to protect margin against value-fashion competition.
  • Increase omnichannel inventory integration so large stores function as local fulfillment and return hubs.

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