Levi’s scales larger ICON stores and women’s wear to accelerate India growth
Levi’s is expanding larger-format and ICON stores across key Indian cities while building women’s wear, tops, non-denim and premium Red Loop. India, now among the company’s top six markets, is supported by local design and manufacturing.
What happened
Levi's is prioritising larger stores and ICON formats in key Indian cities, while expanding women's wear, tops, non-denim and premium Red Loop. Local design and
Key facts
- 500th store in India recently opened
- ICON stores contribute around 20% of India DTC revenue
- Denim and non-denim growing at mid-double digits in India
- Women's wear growing at high double digits
- Tops account for more than 50% of India business versus around one-third globally
- India consumers buy more than one top per bottom; global ratio is one top per three bottoms
- Red Loop contributes around 15% of men's business
- FY25 global revenue: $6.3 billion
- Global revenue ambition: $10 billion
- India is among Levi Strauss & Co.'s top six global markets
- 10-member India design team
- 95% of India products are made in India and designed for India
- About 85% are original India-for-India designs
- More than 95% of products consumed in India are locally made
Why this matters
Levi’s local design, manufacturing and premium category build-out strengthen its India platform, potentially making adjacent women’s apparel, lifestyle and retail-format partnerships more strategically relevant.
What to watch
- ICON store sales productivity, conversion rate and four-wall profitability versus standard stores.
- Women’s-wear growth persistence, repeat purchase rates and share of total India DTC revenue.
- Average selling price and full-price sell-through for Red Loop and non-denim assortments.
- Number and geographic mix of new large-format openings, especially beyond major metros.
- Markdown rates, inventory turns and gross-margin movement as fashion assortment expands.
- Competitive women’s denim launches, promotional intensity and premium mall leasing activity.
- Evidence that locally designed products are reducing lead times or improving sell-through.
- Prioritize ICON and larger-format openings in top metros and high-income tier-two catchments with established premium mall traffic.
- Use local design and manufacturing to shorten women’s-wear refresh cycles, test regional fits and manage smaller fashion-led inventory buys.
- Expand Red Loop through selective shop-in-shops, elevated visual merchandising and limited drops rather than broad discount-led distribution.
- Increase CRM segmentation around women customers, pairing denim with tops, outerwear and accessories to raise cross-category basket size.
- Secure premium mall locations and renegotiate landlord terms using Levi’s growing traffic contribution and omnichannel fulfillment value.