US apparel retailer Levi Strauss & Co plans fresh capital investment and new store openings across China, moving against broader retail headwinds as multinational rivals shutter underperforming outlets. The San Francisco-based group is expanding its network after steady demand from younger consumers.

Asian net revenues rose 10 per cent year on year in the third quarter, representing a third consecutive period of double-digit expansion for the territory. Markets outside North America now account for more than 60 per cent of total global business, though regional management still classifies Asia as a small contributor with long-term expansion potential.

Executive vice-president and chief commercial officer Gianluca Flore confirmed that mainland operations have improved markedly over the past 12 months, allowing the company to reset commercial targets. “We are going to be able to see China become a much bigger portion of our business globally,” Flore said. “I’m aware of other brands, even luxury brands, that are reducing [their footprint]. I’m personally and professionally bullish on China.”

Flore added that Levi’s remains a relatively small brand insulated from direct macroeconomic shifts, noting he expects China’s broader consumer environment will eventually improve.

Levi Strauss is directing direct capital expenditure toward first-tier metropolitan hubs while partnering with local operators to scale franchise locations. Core demand centers on fashion-conscious consumers aged 20 to 30, prompting regional merchandising teams to adapt global assortments.

“Within the global assortment, we have some fine tuning, some nuances that we bring to the products in certain cases,” Flore said.

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