At Levi Strauss & Co., we’re laser focused on building omnichannel strategies that allow us to meet our fans wherever they like to shop — including partnering with global, best-in-class retailers.
That’s why the Levi’s® brand is proud to expand our footprint with the re-launch into Holt Renfrew, one of Canada’s top fashion and lifestyle retailers. Coming off the heels of strong brand growth throughout the region in 2024, this is a significant milestone in our journey to elevate the Levi’s® brand within the marketplace.
Elevating the Levi’s® Experience
Beginning this summer, consumers visiting Holt Renfrew locations across Canada will discover a curated assortment of the most iconic Levi’s® products in stunning new pop-up shops and other on-floor activations.
“Denim is a rapidly growing business here at Holts, and Levi’s® has a legacy of authenticity and quality in denim,” said Carolyn Wright, senior vice president of Product at Holt Renfrew. “This partnership with Levi’s® reinforces Holt Renfrew as a destination for premium denim and features unique items, only available at Holts, underscoring our brands’ shared values of empowering self-expression.”
Starting this month, the Levi’s® pop-up shops in Calgary and Holt Renfrew Ogilvy in Montreal will give brand fans the opportunity to explore the best of our Levi’s® Red Tab™ collection — including iconic 501® jeans and shorts, western shirts and Trucker jackets. The activations also feature a bespoke run of western-inspired pieces crafted by the skilled tailors at our Levi’s® Tailor Shops across the region.
In August, consumers can enjoy the premium Levi’s® experience at Holt Renfrew’s Toronto Bloor Street location, featuring curated assortments from our Levi’s® Red Tab™ and Blue Tab collections. In Vancouver, the pop-up shop will include a Levi’s® Tailor Shop, staffed by one of our talented tailors, offering guests a unique opportunity to personalize pieces on-site. At the Square One and Yorkdale locations, Levi’s® products will be available within the denim department, giving shoppers a chance to explore the brand’s latest styles in store.
Fans can also visit Holt Renfrew locations to participate in additional curated brand experiences throughout the summer. Earlier this week, consumers unleashed their creativity at the Levi’s® Bandana Bar in Calgary, where they customized bandanas with any purchase while enjoying a live DJ and complimentary handcrafted coffee selections from our on-site barista bar. The excitement continues in Montreal, where the experience will make its next stop at the Ogilvy store from July 26 to June 27.
“At Levi’s®, we’re proud to outfit our fans for the moments that matter most — from everyday milestones to unforgettable summer experiences here in Canada like music festivals and the Calgary Stampede,” said Vicky Skelton, managing director for LS&Co. Canada. “This partnership with Holt Renfrew allows us to bring that spirit to life in a premium setting, offering consumers not just iconic Levi’s® pieces, but immersive experiences that celebrate self-expression and style.”
Blue Tab: A New Standard in Premium Denim
The addition of our Levi’s® Red Tab™ product and pop-up shops throughout Canada follows another key moment for our Levi’s® premium strategy — the expansion of the Levi’s® Blue Tab collection. Launched in Japan earlier this year, the collection arrived last month in the U.S. and Canada and is now available at select stores across the country, as well as on Levi.com.
Featuring premium denim and exclusive designs that cater to the discerning tastes of our fans, the Blue Tab collection is our most elevated and sophisticated expression of denim leadership. Products pair our iconic Levi’s® aesthetic with the quality and sensibility of Japanese craftsmanship, infused with the modernity and energy of today. The collection includes premium fabrics that bring a refined touch throughout the line, ensuring both durability and style — and now, fans in Canada can experience it for themselves.
A New Chapter
As Levi’s® continues to expand its presence in Canada, we remain committed to delivering exceptional products and experiences to our fans. The launch of our pop-up shops at Holt Renfrew and the expansion of our Blue Tab collection are just the beginning, and we look forward to exploring new opportunities and partnerships that will further elevate the Levi’s® brand and connect with a broader fanbase.
“We’re excited to continue the business momentum we’ve experienced with the premiumization of our brand,” added Vicky. “Our push to elevate the Levi’s® brand through new product assortment and our retail experience is a pivotal step, allowing us to connect with a whole new community of fans.”
Stay tuned for more exciting developments as we continue to innovate, premiumize and grow in the Canadian market.
