Levi Strauss Moscow Levi Strauss Moscow

History

2022: Withdrawal from the Russian market amid the conflict in Ukraine

In May 2022, after 29 years of work in Russia, the denim clothing chain Levi Strauss & Co decided to finally leave the Russian market. The decision was made against the backdrop of a special operation of Russia in Ukraine.

2020

• More than 80 retail stores of the main assortment and outlets throughout the country
• More than 30 partner franchisees
• Channel of wholesale sales to retail networks
• In 2020, the Russian branch showed an increase in profitability compared to 2019
• ECOMM channel was restarted in 2020 and CRM/CRM Loyalty was launched in 2021
  • Loyalty system implemented in all retail stores of the network (80 +)
  • Support for virtual cards with SMS confirmation
  • Sign up for online and online loyalty
  • Personal Discount Cards program developed and implemented as part of loyalty program implementation
  • All employees transferred to loyalty
  • Customized cashback and discount levels based on position
  • Set up integration between internal HR and loyalty
  • Events are processed quickly - employee acceptance, role change, termination

2011: Rename

On October 10, 2011, Levi Strauss & Co announced the renaming of its official representative office in Russia from Global Denim to Levi Strauss Moscow.

Global Denim was founded in 2009, then it joined the subsidiary of the company engaged in the development of monomarks in the mass market segment. In June 2010, Global Denim became an independent company. In 2011, it was decided to rename Levi Strauss Moscow, for exact association with Levi Strauss & Co in Russia.

The change emphasizes the reputation of Levi Strauss Moscow as a partner in the Russian market. Official representation allows the company to implement a global development strategy, including marketing, as well as attract additional investments in the development of the network, even in times of crisis.

The staff of Levi Strauss Moscow in Russia totals more than 430 people. As of October 2011, the Levi's brand retail chain includes 41 stores in Moscow, St. Petersburg, Novosibirsk, Rostov-on-Don, Krasnodar, Omsk, Nizhny Novgorod, Yekaterinburg and Samara.

Levi Strauss Moscow will be responsible for the organization of sales and distribution of Levi's brand, as well as for the implementation of Levi Strauss & Co global marketing strategies in the Russian Federation.^[1]

2010

As of 2010, Global Denim LLC, the Russian branch of LEVI's, is engaged in wholesale and retail trade.

As of October 2010, the company has 33 stores in Moscow, St. Petersburg, Novosibirsk, Rostov-on-Don and Samara. Works with more than 120 wholesale partners throughout Russia. The number of employees is about 300 people.

TM LEVI's has its history since 1853. Levi Strauss & Co was founded in the 19th century USA in an emigrant Germany from Levi Strauss. Levy used the new type of denim fabric at that time and was the first in the world to begin production of jeans. According to 2010 data, LEVI's stores are located in 110 countries, the company constantly opens new stores.

Notes