Levi Strauss & Co. announces new Times Square Levi's flagship

By

Cassidy Mantor

Published
Nov 15, 2017

Levi Strauss & Co. has announced its plans to open a 17,000-square-foot flagship in New York's Times Square by the end of next year, which will celebrate the retailer's commitment to its direct-to-consumer business.

Carrie Ask, EVP and President of global retail at Levi Strauss & Co. said, “With this store, we are focused on bringing the flexibility and ease of omni-channel to the in-store environment, while also giving the consumer a unique and highly personalized experience that they can’t get anywhere else.”

The store is being designed and merchandised in response to Levi's direct to consumer (DTC) needs, which currently accounts for a third of Levi's business. The large format flagship will integrate omni-channel capabilities and brand storytelling across the store and its mobile offering, making it a "testament to the strength and relevance of the Levi's brand," according to Ask.

The Times Square is the second largest retail project for Levi's in New York, and will be one of the largest worldwide. It follows the successful revitalization of Levi's SoHo store, which offers technology integration, customization and an expanded assortment of authentic vintage Levi's products. Ask called the store "the ultimate shopping destination for consumers from around the world who are seeking authenticity, customization, and personalized fit and style expertise.”

Levi's Times Square flagship will be located at 1535 Broadway. It is slated to open late 2018. It will replace the brand's current location at 1501 Broadway which has been open since 2008.