The front of the Levi's® CentralWorld store in Bangkok, Thailand.

Growing Levi’s® Thailand

Levi Strauss & Co.
May 1, 2024

It’s been a busy couple of years for Levi Strauss & Co. teams in Thailand.

In April 2022, we announced an ambitious expansion plan to accelerate sustainable business growth and drive commercial success in the East Asia Pacific region. It involved launching new stores, refreshing existing stores and rolling out new in-store services in select locations. Thailand played a key role in this strategy. We pivoted to being 100% owned-and-operated in the market, and currently have over 140 stores across the country.

Momentum is still strong two years after the launch the plan, as we continue our work to becoming DTC-first and diversifying our portfolio. Just last month, we reopened our Levi’s® store at CentralWorld, the popular mall in Bangkok. Coming in at over 3,900 square feet, it is now the largest Levi’s® store in Southeast Asia. Featuring our NextGen Indigo layout, it offers consumers an elevated shopping experience along with personalization options through the Levi’s® Tailor Shop and an extensive product assortment, including seasonal exclusives and collaborations with key cultural figures.

Left: a close-up image of the Levi's® Tailor Shop Bangkok sign. Right: a zoomed out photo of the Levi's® Tailor Shop in the Levi's® CentralWorld store.

One of the highlights of the CentralWorld store reopening is a collaboration with Sundae Kids, a rising generation of Thai artists known for their heartwarming, vibrant illustrations. Their individuality, originality and creativity help drive our strategy of keeping the Levi’s® brand at the center of culture and top of mind for the next generation of consumers.

“Thailand is an important strategic market for LS&Co., and the Levi’s® CentralWorld store represents our commitment to this dynamic market as we continue to build deeper direct connections with shoppers,” said Sameer Koul, general manager for Southeast Asia and country manager for Thailand. “By bringing the fullest expression of our brand to their doorstep, we hope to cultivate lifeline denim fans in Thailand — and the wider Southeast Asia region.”

The front entrance of the Levi's® CentralWorld store in Bangkok, Thailand, featuring wooden slats on the right and a red Levi's® batwing logo on the top of the open storefront. Various product displays can be seen on the store floor inside.

Thailand holds immense potential for LS&Co, and we are committed to expanding our footprint and strengthening our brand presence in the market through a multi-fold strategy. The market is a prime example of how we’re leaning into our DTC-first strategy, building deeper connections with our consumers and place them at the center of everything we do. It also shows how we’re leveraging the strength of our iconic brands like Levi’s® and diversifying our portfolio to meet evolving consumer needs and preferences to sustain long-term growth.

“We remain strongly committed to our strategic focus in Thailand and are well positioned to continue our impressive growth trajectory in the market,” said Sameer. “We’ve learned a lot in the past couple of years, going from strength to strength as we grow our brand presence in Thailand and across Southeast Asia. It’s been an exciting and fruitful journey, and I can’t wait to see what comes next for our region.”