The American denim brand, Levi’s, has opened a new store in Colombia, which is located on the first floor of the Chipichape shopping centre in Cali.
A nearly 80sq m store, with the brand’s fully renovated image, offers a space for experiences for its customers. Within the complex, the brand shares aisles with brands such as Villa Romana, Pepe Jeans and Studio F.
Levi’s operates 36 single-brand stores in Colombia across several cities, including Barranquilla, Pasto and Villavicencio. Additionally, Levi Strauss & Co. acquired 40 of its brand’s stores in Colombia to convert them into owned-and-operated stores, adding to its more than 50 franchise stores.
Levi’s entered the Colombian market through the local company Expofaro SAS, which has long been associated with the brand’s production and distribution in the country. Within this framework, Levi’s has been consolidating its physical presence through single-brand stores and franchise partnerships, as well as its own operations.
Levi’s most recent strategy in Colombia reflects a commitment to greater control, brand consistency and direct-to-consumer experience, beyond relying solely on the franchise model. The store acquisition process, corporate integration and the push toward the DTC model indicate that the company aims to consolidate itself as a relevant player in the fashion retail industry in Colombia with its own presence, consistent standards and increased local investment.
