Levi’s Creates New Brand for China

Levi Strauss & Co. (San Francisco) is expanding its presence in China this year with the introduction of its Denizen brand, marking the first time the company has started a brand outside the U.S., reports Women’s Wear Daily.

Fifty Denizen stores are slated to hit China, Singapore and South Korea by the end of the year.

The company identifies the China market as crucial for the denim brand, says Aaron Boey, president of the Asia-Pacific division of Levi Strauss. “It is the fastest-growing market in the world for us, and it’s a market [in which] we expect to build strong leading positions for our entire portfolio of brands,” says Boey.

The new label targets consumers ages 18 to 28 who young and upwardly mobile with a fashionable but price-conscious line.

Levi’s operates more than 600 branded stores across the country and has a considerable presence in China’s key retail districts.