Levi’s will be available in 300 additional Target stores beginning this spring.
The denim brand announced Thursday it is deepening its long-term partnership with the big-box retailer, bringing the total number of U.S. Target doors its blue jeans are sold in to 800.
With the expansion, Levi’s will also introduce more than 60 new styles, including tops, dresses and trend-driven jeans for women, and fleece, T-shirts and Trucker jackets for men. Assortments will vary by store, but the entire collection will be available online and also carry extended sizes in many styles.
“Levi’s remains a leader in denim and casual lifestyle apparel because of our ability to create deep connections with consumers and a frictionless shopping experience that fits with their everyday lives,” said Seth Ellison, EVP, chief commercial officer and interim Levi’s brand president. “Through our evolving partnership with Target, we’re bringing more consumers closer to the Levi’s brand they love.”
The partnership between Target and Levi’s began 10 years ago when the mass market retailer first started to sell the Levi’s Denizen brand. Levi’s has since become one of the most searched brands on Target.com when it comes to jeans.
In 2019 Target added Levi’s Red Tab label to its Levi’s portfolio, offering an assortment of men’s and women’s Red Tab products in more than U.S. 50 stores near college campuses and other highly trafficked urban locations. A year later, the label was added to 500 more stores. At the time, Levi Strauss & Co (LS&Co.) president and CEO Chip Bergh said the brand is “picking up incremental new consumers” through the Target deal.
Levi’s for Target, the brand’s first-ever line of home goods, bowed last year. The limited-edition collection offered 100-plus items like tableware, barware, notebooks, rugs and pet accessories. In keeping with Levi’s sustainable mission, items within the collection feature recycled glass, Fair Trade USA, Goodweave and FSC Wood certifications.
“Our partnership with Target enables us to attract a broader consumer audience that’s interested in quality products at all price points from premium to value,” said Sanjeev Mohanty, LS&Co. SVP and managing director of U.S. and Canada. “With more Levi’s and Denizen from Levi’s products sold at Target stores across the nation, we’re able to reach even more fans and appeal to consumers shopping for everyday items including apparel.”