Levi's announces Mexico City flagship opening, its largest in Latin America

After announcing its plans for Mexican expansion in 2018, US denim specialist Levi's confirmed that on 22nd March it will open a new flagship store in Calle Madero, Mexico City. With this opening, Levi's will top the 70-store mark in the country.

The "Somos Madero" (We Are Madero) campaign video by Levi's

Advertised with the slogan "We Are Madero", the latest Levi's flagship store in Mexico is designed to offer customers a better shopping experience. In addition to a full range of Levi's apparel, the store will offer an array of services, such as customization, tailoring and the sale of unique pieces designed by artisans from the Mexican states of Oaxaca and Chiapas.

Arcadio Jaramillo, Marketing Director for Levi's in Latin America, told the Mexican media that the new Madero flagship aims to be the most profitable Levi's store in the region, and the third-ranked globally, just behind the New York ones located in Times Square and Soho.

According to Jaramillo, Mexico is the second most important market for Levi's worldwide, after the United States. In 2017, the US denim giant recorded a 15% revenue increase in the Latin American country.

In an interview to Mexican newspaper El Financiero, Jaramillo said that "without doubt this store is among the most important globally for Levi's," and added that the key to the corporation's expansion will be the opening of more directly owned stores, as well as the continuing relationship with commercial partners such as department stores.

The Levi's brand is the property of the Levi Strauss & Co. group, founded in 1953 and based in San Francisco, California. In its latest annual report, the group confirmed a rise of 8% in its sales, which reached $4.9 billion.

In Mexico, Levi's operates stores in major cities such as Villahermosa, Guadalajara, Monterrey, Leon, Playa del Carmen and Toluca. In addition, it is marketed through multi-brand retailers like El Palacio de Hierro, Sears, Fabricas de Francia and Liverpool.

Translated by Nicola Mira

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