Strategic Shift for Levi Strauss
announces the sale of its Dockers brand to for an initial $311 million, potentially rising to $391 million based on future performance. Centric Brands will manage Dockers' operations under the deal.
The sale aligns with Levi's strategic focus on its core brand and Beyond Yoga, reflecting a shift towards direct-to-consumer sales and international growth, amidst declining khaki popularity in the
Growth Potential Under New Ownership
Authentic Brands Group aims to leverage its global licensing network to expand Dockers internationally, targeting markets in , , the , and .
The acquisition is seen as an opportunity to reimagine Dockers for a new generation, capitalizing on its legacy in casualwear while exploring growth across various categories.