Retailing, Franchising, and Consumerism Business Intelligence in China

Denizen Opened 20 Stores In China In September

International jeans giant Levi Strauss & Co has announced that its new brand Denizen, targeting young consumers in Asia, opened 20 stores in China before the end of September 2010 and it will have over 1,000 stores by 2015.

Dickson Chu, Denizen's general manager in China, revealed to the local media that the company will first open new stores in Shanghai, Zhejiang, and Jiangsu, where people have strong consumption power. The first Denizen store in China was opened recently at the Jiuguang Department Store in Nanjing West Road, Shanghai.

Denizen is a brand that targets consumers between the age of 18 and 29 and its products are sold between USD40 and USD60, which are 40% cheaper than the Levis series. This is reportedly the first time for Levis to launch a new brand outside its U.S. headquarters and the company spent five years in the preparation of the product launch in China.

Levis plans to open 50 Denizen stores in Asian countries, including China, South Korea, India, and Singapore, by the end of this year. In 2011, another 100 Denizen will be opened mainly in Beijing, Tianjin, Dalian, and southern cities on the Chinese mainland. By 2015, there will be over 1,000 Denizen stores in China.

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