Levi’s® strengthens DTC-first strategy with new Knightsbridge store opening

Located in London’s Knightsbridge Estate, the new store reaffirms Levi’s® commitment to the city and its focus on head-to-toe denim lifestyle shopping experiences across the UK

Levi Strauss & Co. (LS&Co.) has announced the opening of its new Levi’s® store in London’s Knightsbridge Estate, the second largest retail hub in the UK capital. The new store, with a prominent glass facade, spans approximately 300m² across two floors, delivering elevated retail experiences to London shoppers and reinforcing the brand’s direct-to-consumer strategy and focus on head-to-toe denim lifestyle dressing.

The opening enhances Levi’s® visibility in one of the most prestigious areas of London but also reinforces the brand’s leadership in the UK, a critical global market for LS&Co. With over 70 stores nationwide, over 10 of which are in London, the Knightsbridge location underscores the brand’s commitment to the city’s role as a global fashion and cultural hub.

Lucia Marcuzzo, Managing Director Europe, Levi Strauss & Co., said: “Our new Knightsbridge store embeds the Levi’s® brand at the centre of another iconic London neighbourhood, affirming our position as a denim lifestyle leader and a major direct-to-consumer retailer in UK and Europe. As London continues to drive trends and commercial growth for the European region, we remain committed to investing in the capital city and beyond to unlock further opportunities for consumers. We look forward to welcoming local and international shoppers and showcasing our elevated offering that combines best-in-class retail, exclusive designs and beloved wardrobe staples, which inspire our fans to live in Levi’s® every day.”

To elevate the shopping experience and supercharge the brand’s direct-to-consumer strategy, Levi’s® Knightsbridge will celebrate local craftmanship by offering unique Trucker jackets designed by Levi’s® in-store tailors from locations across the UK & Ireland, including Battersea, St Pancras, Manchester, Birmingham, and Kildare. For the first time, the store also offers a new ‘ship to home’ service, which will allow shoppers to ship their order right to their doorstep, appealing to local residents and tourists alike.

At the heart of the Knightsbridge store is Levi’s® iconic denim lifestyle collection, highlighting both contemporary trends and classic pieces. From the legendary 501® jeans to a broader selection of dresses, shirts, and accessories, the store exemplifies Levi’s head-to-toe product offering, positioning the brand as a cornerstone of both fashion and culture.

This store opening represents a significant milestone in Levi’s® ongoing commitment to expanding its direct-to-consumer reach and reinforcing its denim lifestyle leadership in Europe’s key markets.