Levi’s premiumization relies on retail partners that can deliver unique and elevated customer experiences. The brand has found those qualities in Holt Renfrew.
Levi’s announced this week that it is entering a strategic partnership with the Canadian luxury retailer. The partnership not only amplifies Levi’s presence under the same roof as high-end labels like Prada and Brunello Cucinelli but also supports the brand’s ongoing efforts to expand its footprint in Canada.
“At Levi’s, we’re proud to outfit our fans for the moments that matter most—from everyday milestones to unforgettable summer experiences here in Canada like music festivals and the Calgary Stampede,” said Vicky Skelton, managing director for LS&Co. Canada. “This partnership with Holt Renfrew allows us to bring that spirit to life in a premium setting, offering consumers not just iconic Levi’s pieces, but immersive experiences that celebrate self-expression and style.”
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Starting this month, Levi’s popup shops in Calgary and Holt Renfrew Ogilvy in Montreal will give consumers the opportunity to explore the best of Levi’s Red Tab collection for men and women. The popups feature a bespoke run of western-inspired pieces crafted by tailors at Levi’s Tailor Shops across the region. Levi’s 501 jeans and shorts, western shirts and Trucker jackets are key product highlights.
Events have already kicked off. The Calgary store hosted a Levi’s Bandana Bar where customers could customize bandanas with any purchase while enjoying a live DJ and complimentary handcrafted coffee selections from an on-site barista bar. The Ogilvy store will host a similar event July 26-27.
In August, Holt Renfrew’s Toronto Bloor Street location will begin to carry Levi’s Red Tab and Blue Tab collections. Launched in Japan earlier this year, the premium collection arrived last month in the U.S. and Canada and is now available at select stores across the country, as well as on Levi.com.
In Vancouver, the popup shop will include a Levi’s Tailor Shop, offering guests a unique opportunity to personalize pieces on-site. Levi’s products will also be available in the denim departments of Holt Renfrew’s Square One and Yorkdale locations.
In 2021, Holt Renfrew set sustainability standards for denim, requiring assortments to come from certified and verified sustainable sources such as GOTS-certified organic cotton and GRS-certified recycled material. The retailer stocks brands like Paige, Mother, Agolde, Reformation and DL1961.
The launch at Holt Renfrew and the expansion of the Blue Tab collection are just the beginning of the brand’s growth plans for Cananda. In December, Levi’s partnered with premium men’s wear retailer Haven. The retailer sells the Levi’s Vintage Clothing label at its stores in Vancouver and Toronto. Canada is also a part of Levi’s global direct-to-consumer strategy. Last year, the brand opened stores in Kelowna, Toronto and Midtown Saskatoon.
Levi’s has over 50 stores in Canada with plans to open more later this year.
“We’re excited to continue the business momentum we’ve experienced with the premiumization of our brand,” Skelton said. “Our push to elevate the Levi’s brand through new product assortment and our retail experience is a pivotal step, allowing us to connect with a whole new community of fans.”
