Exciting news for the Levi Strauss & Co. fans! LS&Co. has just announced that it will be purchasing the activewear brand, Beyond Yoga.
It’s stated that the transaction will be financed with cash and is expected to close during the fourth quarter of 2021.
For those who don’t know, Beyond Yoga is a fast-growing, premium athletic and lifestyle apparel brand that’s based in the USA.
This acquisition will bring the Beyond Yoga brand to even more customers through direct-to-consumer expansion, including brick-and-mortar retail, and further development of it’s wholesale footprint.
Jodi Guber Brufsky, founder and chief creative officer of Beyond Yoga, spoke on the deal in a release, “I have always had one goal: to make women feel good in their bodies. Beyond Yoga was created with this mission in mind, and it has served as the touchstone of the company. It was important to me that when the time came, the company would move into the hands of someone whose values matched ours. We are so excited about this partnership and look forward to a successful future.”
Now, LS&Co. is able to enter the activewear category and therefore expand its product offerings. So, it’s a total win-win for both brands.
Chip Bergh, president and chief executive officer of LS&Co. Said in a release, “The foundation the Beyond Yoga team has built, combined with LS&Co.’s resources, global reach, and scale, make me confident that Beyond Yoga will become a powerful growth engine for LS&Co. and help drive our strategic priorities.”
We can’t wait to see what’s in store for the future of this deal!
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Calling all vintage lovers and festival goers – Levi Strauss & Co., the epitome of classic American style and effortless cool, just opened their first branch of Levi’s® Store in CF Toronto’s Eaton Centre. Their jeans have been recognized and imitated for generations, and the Canadian flagship store is exclusively offering Levi’s Authorized Vintage for the first time in Canada.
With more than 50,000 pieces of authentic jeans, jean jackets, and shorts; this is the largest stock of vintage in existence. All items have been stored and preserved in impeccable condition by a single owner for more than 20 years. Pieces include pre-worn and pre-loved jeans and Trucker jackets, some carefully remastered and some entirely unaltered. The new store opening is an integral move in the company’s continued global growth strategy.
The 5,300 square foot store focuses on customer experience, with tech-supported touchpoints such as call buttons in the fitting rooms to directly request other sizes and assistance. Pieces from the collection for men and women include: 501® Shorts, 501® Skinny jeans, 501® Original jeans, 501® Taper jeans and Type III Truckers, the Made & Crafted® line, and the Levi’s® Red Tab line. Tailors in their Tailor Shop can customize and alter your favourite denim products. Custom T-shirt printing is also available.
“The heart of downtown Toronto, with its diversity, culture and vibrancy, is an ideal home for the Levi’s® brand,” said Roy Bagattini, Executive Vice President and President of Levi Strauss Americas. “We are elevating the consumer experience by putting customization front and centre.”
The product offerings are geared specifically to Toronto buyers and their lifestyle and provide T-shirts, trucker jackets, pins and patches. Instead of using models in their ad campaigns, their “We Are Toronto” campaign features Levi’s® Store employees. It also includes a wrap of the 501 Queen Streetcar, a takeover of Dundas station, and mobile ads and visual presence throughout the Eaton Centre.
Levi Strauss & Co., which started in 1873, recently opened a new flagship store in Mexico City and will open another Levi’s® flagship store in Times Square, New York City, later this year. Their jeans and accessories are available in more than 110 countries.
Images provided by Levi’s®