Levi's to open new Times Square flagship

Levi Strauss & Co. is building a bigger flagship in the Big Apple.

The company announced it will open a Levi's flagship in Times Square in late 2018. The store, at 1535 Broadway, will replace the brand's current location, at 1501 Broadway, which has been open since 2008.

At approximately 17,000 sq. ft., the new location will be one of the largest in the company's global fleet. It comes on the heels of the latest re-opening of the Levi’s store in SoHo, which features the latest advancements in technology, customization and authentic Levi’s vintage products.

The strategy for the Times Square flagship will be shaped by extensive consumer research Levi Strauss conducted to better understand consumer expectations when shopping at a Levi’s store. It will leverage the very best in store design, product assortment and omnichannel capabilities to deliver a world-class consumer shopping experience, the company said.

“This new flagship store is a testament to the strength and relevance of the Levi’s brand,” said Carrie Ask, executive VP and president of global retail at Levi Strauss & Co. “Located in the heart of Times Square, this store will be the ultimate shopping destination for consumers from around the world who are seeking authenticity, customization, and personalized fit and style expertise.”

Levi's said its decision to invest in a new, larger format store in Times Square reinforces the company’s confidence in direct-to-consumer, which now represents nearly one-third of the company's total global business. Company-owned and operated retail is a key component of the strategy and has been an important and profitable growth driver.

“For us, it’s about meeting consumers where and how they want to shop,” said Ask. “With this store, we are focused on bringing the flexibility and ease of omnichannel to the in-store environment, while also giving the consumer a unique and highly personalized experience that they can’t get anywhere else.”