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About Levi Strauss & Co.

Pioneering American apparel maker Levi Strauss & Co. has jeans in its genes. A global manufacturer of brand-name clothing, Levi Strauss sells jeans and sportswear under the Levi's, Dockers, Signature by Levi Strauss, and Denizen labels in more than 110 countries. It also markets men's and women's underwear and loungewear. The company distributes its brand products through more than 800 company-operated stores located in over 30 countries, and through the third-party and first-party online stores. Levi Strauss makes some 70% of its revenue from Levi's branded men's pants. The company went public (again) in early 2019, although the Haas family (descendants of founder Levi Strauss) still controls it.

IPO

In early 2019 Levi Strauss raised some $625 million in a public offering. The company plans to use the proceeds to support store expansion and developing its online business.

Operations

Levi Strauss & Co (LS&CO). designs, markets, and sells jeans, casual and dress pants, tops, shorts, skirts, jackets, footwear, and related accessories for men, women, and children. It has two principal brands, Levi's, which is known best for its jeans but makes a full wardrobe besides; and Dockers, which makes business casual clothing mainly for men. Sales of the Levi's brand accounts for 85% of the total, sales of menswear accounts for 70%, and sales of pants represents 70% of sales as well.

LS&CO reaches customers indirectly through third-party wholesale customers, such as department stores, and directly through owned and operated freestanding physical stores, concession stands in departments stores, and e-commerce sites. The wholesale channel generates two-thirds of LS&CO's sales. Within the direct channel, which accounts for the other third of sales, physical retail represents nearly 25% and e-commerce nearly 15%.

Outside the US, LS&CO operates a franchise model consisting of around 1,200 stores. 

Geographic Reach

LS&CO. sells its products in more than 110 countries. It operates manufacturing, distribution, and finishing facilities in the Americas, Europe, and Asia/Pacific regions. The company's Americas segment contributes about 55% of total revenue, while its Europe and Asia (which includes the Middle East and North Africa) segments contributed about 30% and 15%, respectively. Its key markets are the US, France, Germany, Mexico, and the UK.

Sales and Marketing

A multi-channel marketer, LS&CO. sells its products in more than 50,000 retail locations worldwide. Its brands lend themselves to a variety of retail formats, including chain retailers (Wal-Mart, and Target), department stores (Nordstrom and Bloomingdale's), and company-operated e-commerce sites and online stores of other retailers. Sales to its top 10 wholesale customers account for more than 25% of revenues.

The company distributes its products through a wide variety of retail formats around the world, including chain and department stores, franchise stores and shop-in-shops, company-operated retail network, multi-brand specialty stores, mass channel retailers, and both company-operated and retailer ecommerce sites.

Extremely successful marketing means Levi's jeans are much more expensive in Europe, where they are considered a luxury brand, than in the US, where they have a more workmanlike image.

LS&CO. records a high marketing spend of roughly 10% of total sales. Advertising expenses were $400 million in 2018, up from $325 million in 2017.

Financial Performance

After a difficult spell, Levi Strauss & Co.'s sales growth has kicked up a gear. In 2018 the company's revenue grew 14% to $5.6 billion thanks to surging sales in Europe, a broader product range, and new store additions. LS&CO. grew its range of women's clothes, expanded its Signature label, and added 21 stores in the Americas, 17 in Europe, and 36 in the Asia/Pacific region.

Net income was materially unchanged in 2018 at $285.3 million as higher sales were offset by a sharp increase in income taxes. LS&CO. paid $214.8 million in tax, up from $64.2 million in 2017, due to a one-off charge from the US Tax Cuts and Jobs Act.

LS&CO.'s cash on hand grew $79.5 million during 2018, ending the year at $633.6 million. The company's operations generated $420.4 million, partially offset by $179.4 million used in its investing activities and $148.2 million used in its financing. LS&CO.'s main cash uses were capital expenditures, dividends, and share repurchases.

Strategy

Levi Strauss & Co.'s strategy is two-fold: increase direct sales to offset declines in the department store sector; and expand its product lines, including a greater focus on women.

The well-documented difficulties of the department store sector, which is taking a hammering from e-commerce (among other things), is having a material impact on LS&CO.'s wholesale division. Wholesale has historically accounted for around two-thirds of its sales and is declining by a few percent annually. To mitigate the threat, the company is growing its direct-to-consumer channel. It has accelerated its store opening program across all geographies, adding around 75 stores in 2018, and improved its online business through new features and new websites, such as a website serving the Indian market in 2018.

But LS&CO is also finding ways e-commerce can help slow the decline in its wholesale channel. LS&CO partnered with Amazon to establish what is essentially a Levi's shop-in-shop concession stand (albeit a digital one).

Long dependent on the men's bottoms category, LS&CO. is expanding its women's and tops ranges. Logo t-shirts have been growing strongly, as are fleece sweatshirts and trucker jackets. The strategy appears to be working: Pants are declining as a proportion of total sales fairly rapidly, down from 77% in 2016 to 68% in 2018, while men's products are declining at a similar rate.

Levi Strauss & Co.

1155 BATTERY ST
San Francisco, CA 94111-1264
Phone: 1 (415) 501-6000

Stats

Employer Type: Publicly Owned
Stock Symbol: LEVI
Stock Exchange: , NYSE
President & CEO, Director: Charles V. Bergh
Chairman: Stephen C. Neal
EVP and CFO: Harmit J. Singh
Employees (This Location): 1,600
Employees (All Locations): 14,400

Major Office Locations

San Francisco, CA

Other Locations

Foley, AL
Leeds, AL
Bentonville, AR
Anthem, AZ
Scottsdale, AZ
Alpine, CA
Altoona, CA
Byron Center, CA
Cabazon, CA
Calexico, CA
Carlsbad, CA
Irvine, CA
Lake Elsinore, CA
Malibu, CA
Milpitas, CA
Napa, CA
Ontario, CA
Orange, CA
San Diego, CA
San Francisco, CA
Santa Barbara, CA
Santa Clara, CA
Santa Monica, CA
Sunbury, CA
Torrance, CA
Walnut Creek, CA
Denver, CO
Westbrook, CT
Ellenton, FL
Estero, FL
Fort Myers, FL
Homestead, FL
Miami, FL
Miramar, FL
Orlando, FL
Weston, FL
West Palm Beach, FL
Commerce, GA
Dawsonville, GA
Lawrenceville, GA
Locust Grove, GA
Waipahu, HI
Chicago, IL
Rosemont, IL
Schaumburg, IL
Fremont, IN
Hebron, KY
Wrentham, MA
Hagerstown, MD
Novi, MI
Bloomington, MN
Eagan, MN
Branson, MO
Osage Beach, MO
Canton, MS
Asheville, NC
Mebane, NC
Elizabeth, NJ
Tinton Falls, NJ
Santa Fe, NM
Henderson, NV
Las Vegas, NV
Sparks, NV
Flushing, NY
New York, NY
Niagara Falls, NY
Waterloo, NY
Burbank, OH
Monroe, OH
Eugene, OR
Portland, OR
Tannersville, PA
Bluffton, SC
Gaffney, SC
Knoxville, TN
Nashville, TN
Sevierville, TN
Canutillo, TX
Cypress, TX
Dallas, TX
Frisco, TX
Grand Prairie, TX
Grapevine, TX
Hillsboro, TX
Houston, TX
Mercedes, TX
Roanoke, TX
Round Rock, TX
Terrell, TX
Park City, UT
Mc Lean, VA
Williamsburg, VA
Bengaluru, India
Gurgaon, India
Mumbai, India
New Delhi, India
Adachi-Ku, Japan
Aki-Gun, Japan
Chiba, Japan
Chitose, Japan
Ebina, Japan
Fuchu, Japan
Fukuoka, Japan
Funabashi, Japan
Gamou-Gun, Japan
Gotemba, Japan
Hachioji, Japan
Hamamatsu, Japan
Hiratsuka, Japan
Hiroshima, Japan
Hokuto, Japan
Imba-Gun, Japan
Inashiki-Gun, Japan
Iruma, Japan
Iwata, Japan
Izumisano, Japan
Kanazawa, Japan
Kashihara, Japan
Kawanishi, Japan
Kawasaki, Japan
Kisarazu, Japan
Kitahiroshima, Japan
Kitakyushu, Japan
Kita Saku-Gun, Japan
Kobe, Japan
Koshigaya, Japan
Koto-Ku, Japan
Kurashiki, Japan
Kuwana, Japan
Kyoto, Japan
Minato-Ku, Japan
Nagoya, Japan
Nishinomiya, Japan
Osaka, Japan
Oyabe, Japan
Sagamihara, Japan
Saitama, Japan
Sakai, Japan
Sano, Japan
Sapporo, Japan
Sendai, Japan
Shibuya-Ku, Japan
Shinjuku-Ku, Japan
Sumida-Ku, Japan
Tachikawa, Japan
Taito-Ku, Japan
Toki, Japan
Tomigusuku, Japan
Toshima-Ku, Japan
Tosu, Japan
Toyonaka, Japan
Yokohama, Japan
Alexania, Brazil
Belo Horizonte, Brazil
Camacari, Brazil
Caucaia, Brazil
Contagem, Brazil
Itapevi, Brazil
Itupeva, Brazil
Novo Hamburgo, Brazil
Rio De Janeiro, Brazil
Sao Paulo, Brazil
Calgary, Canada
Edmonton, Canada
Etobicoke, Canada
Hamilton, Canada
Montréal, Canada
North York, Canada
Rocky View County, Canada
Aguascalientes, Mexico
Järfälla, Sweden
Stockholm, Sweden
Taipei City, Taiwan
Mainz, Germany
München, Germany