Levi Strauss & Co. CEO Michelle Gass discussed her ongoing efforts to transform the company into a $10 billion business by 2030 during an interview in Paris. She highlighted recent financial growth and expansions in women's apparel and direct-to-consumer sales. Gass emphasized adapting to competition, tariffs, and premiumization amid a challenging retail environment.
Michelle Gass, who became CEO of Levi Strauss & Co. in January 2023, aims to reach $10 billion in revenues by 2030 through expanding the women's business, premiumizing the brand, and improving margins. The company reported fiscal 2025 net revenues of $6.3 billion, a 4% increase from 2024. In the first quarter, Levi’s brand revenues rose 8.9% to $1.7 billion, while Beyond Yoga grew 23% to $43.3 million, according to Gass. “Clearly, Levi’s and its strategies have momentum,” she said from the Haus of Strauss in Paris, a 17th-century townhouse opened in summer 2023 for VIP clients offering custom jeans at €595 a pair nearby refurbished Champs Élysées flagship store features a mural by artist Quentin DMR and a tailors shop, completed in April 2024. Gass noted women now represent 40% of the business, up from under a third, with tops sales growing double digits in fiscal 2025. “Jeans are our heritage and our foundation, but denim lifestyle is our future,” she stated, targeting 50% female customers amid rising competition from brands like Agolde and Good American. The company grew direct-to-consumer sales 11% and wholesale 4% in fiscal 2025, with DTC expected as the primary growth engine. Gass addressed US tariffs via a dedicated task force, diversified supply, and price increases to expand EBIT margins. Premium sub-brand Blue Tab launched in early 2025 targets $200-$350 range, while marketing boosts included Beyoncé’s “Levii’s Jeans” campaign, a Super Bowl ad, and collaborations like Jordan. AI investments enhance e-commerce outfitting and shopping agents. “We’ve got the building blocks to $10 billion,” Gass affirmed.
