Levi Strauss & Co. has announced the sale of its Dockers apparel brand to Authentic Brands Group, the parent company of Reebok and Van Heusen, for $311 million. The move is part of Levi’s broader strategy to sharpen its focus on its core labels, namely the iconic Levi’s denim brand and the growing Beyond Yoga activewear line.
The decision, first disclosed in October of last year, stems from Levi Strauss’s aim to divest underperforming segments and enhance sales through its direct-to-consumer (DTC) retail channels. These stores allow the company to offer its core products at full price, improving profitability.
“The Dockers transaction further aligns our portfolio with our strategic priorities, focusing on our direct-to-consumer (DTC) first approach, growing our international presence and investing in opportunities across women’s and denim lifestyle,” Levi Strauss CEO Michelle Gass said in a statement.
According to company filings, Dockers has consistently contributed around 5% of Levi Strauss’s net revenue over the last three fiscal years, including 2024, 2023, and 2022.
The transaction is expected to be completed in stages—first finalizing operations in the U.S. and Canada by the end of July 2025, with the remaining international operations wrapping up by January 2026.
From the sale proceeds, Levi Strauss intends to allocate $100 million toward a share repurchase program, reinforcing its commitment to enhancing shareholder value.
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