As expected and previously reported, Michelle Gass assumed the role of president and CEO at Levi Strauss & Co. Gass follows Chip Bergh, who was the company’s president and CEO for the previous 12.5 years.
Levi Strauss & Co. said Gass brings extensive retail and omnichannel experience to LS&Co. ‘s top job and is expected to drive a “strategic vision focused on accelerating international growth, positioning the brand as a head-to-toe denim lifestyle apparel business and transitioning LS&Co. ‘s operating model to a direct-to-consumer (DTC)-first organization.”
In a statement, Gass said, “LS&Co. is expanding its executive leadership team with two immediate appointments, emphasizing the company’s dedication to pivoting fully to a DTC-first, brand-led business model.”
Levi’s chief marketing officer, Kenny Mitchell, and newly promoted chief merchandising officer, Dawn Vitale, will join the executive leadership team, which, under Gass’ leadership, is responsible for setting the company’s direction and overseeing strategic, financial and operational decisions.
Gass also announced LS&Co.’s plans to hire a president and chief commercial officer to join the executive leadership team and be responsible for shaping “our global commercial strategy and accelerating growth and profitability for the Levi’s brand.” These changes reflect her commitment to “prioritizing growth and a consumer-centric approach throughout LS&Co.”
“I’m thrilled and honored to guide Levi Strauss & Co. into its next era of growth. LS&Co. is a destination for the very best talent because of its history, its products and its values, and this past year I’ve had the unique opportunity to immerse myself in the business and meet so many members of our exceptional teams around the world. I cannot wait to see what we achieve together,” said Gass.
“The addition of Kenny Mitchell and Dawn Vitale, as well as our new CEO of Beyond Yoga, Nancy Green, brings decades more of proven retail and consumer obsession to an already strong executive leadership team. I’m confident we have the right executive team and company strategies to accelerate our pivot to become a high-performing, DTC-first company,” she continued.
Images courtesy Levi Strauss & Co.
