Levi Strauss Offloads Dockers to Authentic Brands in Strategic Refocus on Core Business
May/21/2025
Levi Strauss & Co. has struck a deal to sell its Dockers brand to Authentic Brands Group for an initial sum of C$311 million, potentially rising to C$391 million contingent on performance metrics—marking a decisive step in Levi’s pivot toward its direct-to-consumer strategy and core denim offerings. The transaction, expected to close in stages through early 2026, includes licensing Dockers’ U.S. and Canadian operations to Centric Brands, which will handle key categories such as activewear, workwear, and children’s apparel. CEO Michelle Gass described the move as part of a broader effort to streamline Levi’s portfolio and concentrate resources on growth areas like women’s apparel, global expansion, and its Beyond Yoga brand. Dockers, once a symbol of business-casual culture, has faltered amid the rise of remote work and shifting fashion trends. Authentic Brands, known for revitalizing legacy labels, sees untapped global potential in Dockers and aims to reimagine the brand for younger consumers through its extensive licensing network. Levi plans to return $100 million of the sale proceeds to shareholders, reinforcing its financial discipline even as its 2024 profit dipped to $210 million despite record revenues of $6.36 billion. As it modernizes operations and targets full renewable energy usage by 2025, Levi’s remains anchored in its heritage—while methodically recalibrating for the future.
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