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Levi's icons to saunter into Delhi, Mumbai

Levi Strauss is looping its denim belt further into the Indian market with icon stores in Delhi and Mumbai in the wake of its "good" experience in Bangalore.

india Updated: Feb 24, 2006 11:20 IST

Levi Strauss is looping its denim belt further into the Indian market with icon stores in Delhi and Mumbai in the wake of its "good" experience in Bangalore.

'Rivet' in Bangalore's Hotel Leela Palace, the 10th icon store worldwide of the original American denim brand, will wind its way to Delhi and Mumbai by yearend, Levi's marketing director K. Venkataramani said.

"A lot also depends on finding the right places that would do justice to the stature of the icon stores," Venkataramani told IANS here. He added that these stores until now existed only in Europe and Japan.

These stores will offer an exclusive range of denim and jeans-wear under four sub-brands from the Levi's portfolio - Levi's Vintage Clothing, Levi's 501, Levi's RED and Levi's Red Loop.

The Vintage Clothing range features limited edition reproductions of garments from Levi's archives, while the Levi's 501 range is its original button-fly jeans.

Red and Red Loop are more contemporary in their approach and seek to feature the latest in global jeans-wear fashion for the "with it" crowd, the Levi's official said.

The move to open Levi's icon stores in India was prompted by factors such as an evolving fashion sensibility, higher spending power among the youth and a booming retail scenario in the country, company officials said.

"These are good times for us in India. Today's youth is more globally connected and seeks more ways to self-expression. We are able to offer them a brand that continues to stay relevant to youngsters better than others," Venkataramani said.

Levi's and its other sub-brands have continued to grow at over 35 percent over the past three years, the official said, and added that this growth curve was only going to continue rising.

"The next few years are crucial to our growth and we will continue to expand our retail presence by aggressively opening more stores."

Levi's is currently available in about 500 stores across the country, including single brand franchisees, chain stores and multi-brand stores.

First Published: Feb 24, 2006 11:20 IST