Levi Strauss & Co. Celebrates 30 Years in South Africa: A Journey of Growth and Cultural Impact

In November 2024, Levi Strauss & Co. (LS&Co.) marked a significant milestone by celebrating its 30th anniversary in the South African market. Since its entry, the company has transformed from operating a single store to managing over 34 brick-and-mortar locations nationwide. Today, Levi’s® is a cultural icon in South Africa. It remains dedicated to its long-term goal of becoming a $10 billion global company.

Amisha Jain, Senior Vice President & Managing Director for South Asia, Middle East, and Africa at LS&Co., reflected on the company’s journey: “Thirty years ago, LS&Co. was one of the first multinational companies to establish a presence in post-Apartheid South Africa. We created job and economic opportunities, planting what would be the seeds of our DTC-first presence in this market.” Since 1994, LS&Co. has grown alongside its customers. The company has participated in significant cultural initiatives such as Levi’s® Original Music. They have also been involved in the Red for Life HIV/AIDS awareness program.

Levi’s® has expanded its product lines significantly over the past three decades. A noteworthy introduction is Levi’s® Curvy. This line aims to enhance South African women’s identities through fashion. Actress Nomzamo Mbatha has been chosen as the face of this campaign. She symbolizes the brand’s commitment to advocating for body positivity and self-acceptance. The Levi’s® Curvy line has seen remarkable success, with a 42% increase in revenue compared to the previous year. This growth reflects the brand’s dedication to understanding its South African audience and enhancing its women’s market share.

Levi’s® is intensifying its direct-to-consumer (DTC) strategy to provide an exceptional shopping experience. The brand operates 11 NextGen Indigo stores across South Africa. It is also enhancing its digital presence to create a seamless online and offline customer journey. Stores in Sandton and Rosebank are designed as community hubs that merge fashion, art, and creativity.

As LS&Co. celebrates three decades in South Africa, it remains focused on becoming a fan-obsessed, world-class retailer. It continues to engage with employees and loyal customers alike.

The Levi’s® brand is synonymous with classic American style and has been a staple since its inception in 1873. Known globally for its iconic jeans, Levi’s® continues to evolve through innovation. The company offers a wide range of denim and accessories. These products are available in over 110 countries.

Levi Strauss & Co. ranks among the world’s largest apparel companies and is a leader in denim fashion. The company designs casual wear for men, women, and children. It markets these clothes under various brands, including Levi’s®, Dockers®, and Beyond Yoga®. With reported net revenues of $6.2 billion in 2023, LS&Co.’s products are accessible worldwide through various retail channels.

For more information about Levi’s® products and stores, visit levi.com