Earlier this month, Levi Strauss & Co. announced financial results for Q2 FY25, exceeding expectations and reflecting broad-based strength across channels and categories. As evident by the results, our strategies are working and resonating with Levi’s® brand fans across the globe — and Europe is leading the charge.
The Levi’s® brand has seen tremendous brand growth across Europe. In Q2 alone, the region grew 15%, acting as a key engine for the Levi’s® brand as we continue to build momentum globally. From launching new business models to elevated omnichannel experiences, the Levi’s® Europe team has unlocked new opportunities not just for the region, but for the brand overall — and it’s paying off.
Read on to discover how the team has adapted a brand-led, DTC-first mindset to power brand success across Europe and beyond.
Cultivating Brand Heat
For over 170 years, the Levi’s® brand has reigned as a global icon, crafting a legacy of service, quality and style while maintaining a permanent spot at the center of culture. In Europe, we are constantly keeping the pulse on key cultural moments throughout the region, blending global campaigns with hyper-local relevance to meet our fans wherever they are.
“By carefully tailoring marketing efforts at the intersection of local and global, our teams are ensuring the brand resonates with audiences around the globe,” said Mathilde Vaucheret, VP of Marketing, Levi’s® Europe. “We’re focusing on market-specific strategies and curated storytelling, expanding our reach and connecting directly with our fans in Europe.”
By tapping into partnerships with global icons like Beyoncé for our REIIMAGINE campaign and era-defining bands like Oasis, while simultaneously connecting with major European cultural events like Primavera Sound in Barcelona — where we proudly sponsored dedicated Levi’s® stages and outfitted trending musical artists like Troye Sivan — we’re cementing our position at the very heart of culture and creating a steady drumbeat of brand heat.
Driving DTC-first Growth
Our DTC channels allow us to deliver the fullest expression of the Levi’s® brand, meeting our fans wherever they like to shop through a connected, omnichannel network. Our commitment to being a DTC-first retailer is a primary driver of growth in Europe, and in Q2, the DTC category grew 9%.
Our retail footprint across Europe also continues to be a vital touchpoint for consumers, and with over 700 stores across the region, we know not all consumer’s preferences are the same. That’s why through the “CEO of the Store” initiative, we’re empowering our store managers to make decisions that make sense for their stores — including influencing placement and price and running each store as if they were individual companies. This focus on retail excellence, combined with robust VM training, ensures that our physical spaces effectively showcase our expanded denim lifestyle offering and premium products.
At the center of our DTC-first strategy is our Red Tab® loyalty program, a key enabler of our DTC-first and omnichannel evolution. With approximately 40 million worldwide members, the global community is quickly expanding, launching in four new European markets earlier this year and today spanning 12 countries across Europe.
From our stores, to the Levi’s® app and Levi.com, we know our fans are shopping across multiple touchpoints. That’s why our teams are using data and analytics to track, adapt and personalize each consumer’s Levi’s® journey. Loyalty plays a central role in this: it connects experiences, rewards engagement and powers more tailored shopping across channels. In some European markets like the UK, over 60% of omnichannel sales now come from loyalty members — a strong signal of how deeply connected these consumers are. From May, we marked a major milestone: Our Distribution Center in Northampton, England, began its transformation into Europe’s first true omnichannel fulfillment hub, integrating e-commerce and retail operations to better serve the consumer, wherever they choose to shop.
Expanding Reach Through Premium Wholesale Partnerships
While DTC remains our priority, we also know it’s important to invest in strategic wholesale partnerships to ensure our fans have access to the full expression of the Levi’s® brand, wherever they are shopping. That’s why we’re focused on maintaining and creating dynamic collaborations with key European partners, such as our newest Shop-in-Shop (SIS) in Selfridges in London — allowing us to both surprise and delight our fans through elevated brand experiences, while connecting with a broader fanbase.
As Levi’s® continues to expand its presence across the region through strategic partnerships with wholesale partners, our teams are constantly exploring new ways to innovate and adapt. A key example of this is the successful launch of Levi’s® marketplaces on Zalando and Amazon — partnerships that allow us to scale our reach, strengthen brand equity and connect with fans in a way that’s consistent, premium and built for the future. And the journey has only just begun.
Building The Denim Lifestyle Destination in Europe
At LS&Co., our legacy is founded on denim bottoms, but we’re strategically transforming the Levi’s® brand into a true denim lifestyle destination — rooted in product, led by fashion and elevated through premium expression. As momentum across Europe continues, our teams are focused on delivering the right product mix to create the perfect head-to-toe look.
These efforts are paying off. Last quarter, our Levi’s® women’s business grew 24%, with the tops category also outgrowing both men’s and bottoms. Through recent collaborations with iconic brands such as Sacai and Nike — both of which sold out fast and at premium price points — we’re continuing to drive cultural relevance while reinforcing brand momentum and pricing power.
“Our Q2 earnings prove what’s possible when we lead with agility, deliver with discipline and stay relentlessly fan obsessed,” said Lucia Marcuzzo, managing director for Levi’s® Europe. “Europe is moving fast and so are we. I’m incredibly proud of how our teams are bringing our strategy to life on the ground, adapting in real time and building momentum through brand elevation and putting fans at the heart of everything we do.”
