Levi Strauss & Co. (LS&Co.) is expanding its retail presence in Asia following positive traction in the region.

The heritage denim brand company announced plans to launch new Levi’s stores and update existing ones throughout the East Asia Pacific region including locations in Japan, Australia, Indonesia, Singapore, Malaysia and Thailand. Within the first half of 2022 alone, it will open more than 100 locations in Thailand.

“Thailand is an important market for us, and Levi’s is recognised as the No. 1 jeans brand here,” said Sameer Koul, LS&Co. General Manager, Southeast Asia. “Through digital innovation, we are reshaping brand experiences for a younger generation of style-conscious consumers, and we will stay true to our values by placing people at the heart of our business and by being an advocate for positive change through responsible practices.”

Levi’s expansion news follows a record year of success for the brand, which reached a revenue mark of over $5.8bn – a 29 per cent improvement from 2020 and its highest since 1998. The success was partially driven by its Asia market, which saw an 11 per cent net revenue bump thanks to its DTC and wholesale channels. DTC net revenues rose 17 per cent on strong performance in company-operated stores, as well as e-commerce, which was up 22 per cent. Wholesale net revenue increased 5 per cent, and net revenue through all digital channels grew 17 per cent and accounted for 14 per cent of segment sales.