Levi Strauss & Co. opened three new mainline Levi’s stores across Canada in early November, all in regions with strong e-commerce sales and consumer demand. Store locations in Kelowna and Toronto will help expand Levi’s brand presence in British Columbia and Ontario, while a third store in Midtown Saskatoon, Saskatchewan, will be the first owned-and-operated location in the province. These new stores add to the recent opening of a Levi store in the DIX30 shopping center in Montreal this summer, a key new location in the Quebec province.
Arriving on the heels of our newly launched campaign with Beyoncé, the new locations bring the Levi’s brand’s lifestyle offering to the Canadian consumer, timed with the holiday season, with seasonal window decorations and Black Friday and Boxing Day promotions.
The latest openings mark Levi’s first permanent store locations in two years, bringing the total number of Levi’s stores in the country to over 50. Earlier this year, two other Levi’s stores were relocated in the Yorkdale Shopping Center and Vaughan Mills shopping malls in Toronto to prioritize premium and larger mall locations as the brand strengthens its presence across Canada.
“What’s special about these stores is that they showcase the most premium Levi’s experience for our fans,“ said Vicky Skelton, managing director for LS&Co. Canada.
The company noted in a media release that the brand has “been in the Canadian market for decades and have created longstanding, mutually beneficial partnerships throughout the region—and there’s still so much potential to continue to grow in the country.”
British Columbia and Ontario will remain key regions for Levi’s in 2025, and Skelton noted that the company “expects new store openings in Canada to continue at a similar pace next year.”
Meanwhile, the company remarked that it will continue to “build in the direct-to-consumer (DTC) and women’s businesses in Canada, two key strategy areas for LS&Co. globally, and that Canada holds great potential for LS&Co. over the next few years.”
Denim lifestyle categories, including denim dresses, skirts, jackets, and shirts will be ongoing priorities for the brand to keep its women’s business strong in 2025. The company noted that it is “particularly excited about the denim-on-denim (on denim) style for both him and her.” And moving into the fall and winter months, Levi’s “will lean more into outerwear and sweaters, bringing functional, warm fashion-leading options to the Canadian consumers as they plan for the colder months.”
“The goal is to bring the full outfit to our consumer — not just the jeans,” explained Skelton.
As the brand continues to expand its brick-and-mortar presence, the company noted that it “also knows the importance of maintaining a holistic channel strategy.”
Skelton remarked, “As we’ve said before, our DTC-first strategy does not mean DTC only—and this mindset applies to every region in which we operate. In tandem with expanding the Levi’s store fleet, the team has also focused on enhancing the Levi’s brand’s presence and experience across a number of partner stores, including our most recent example at the Mark’s Queensway location.
“Wholesale remains a key part of our business and plays an integral role in our overall growth ambition. Our focus continues to be on the partnerships with key wholesalers that share and support our strategic priorities and to deepen existing partnerships as we further our reach and accessibility to our fans across the region.
“Canada is such a vast geography with a relatively small yet diverse population. We’re always looking at ways to innovate around that and reach even more fans,” concluded Skelton.
