In First Home Decor Line, Levi's Teams With Target

Levi Strauss & Co. is literally making itself at home at Target, teaming up with the retailer to offer its first-ever home design collection.

The famed blue-jean maker is expanding its denim touch to everything from dinner dishes to dog beds to ottomans. And while the designs all feature the classic Western vibe you'd expect, they also signal the San Francisco-based company's stepped-up commitment to sustainability.

Target has long made such limited-edition collaborative partnerships part of its marketing playbook. But its teamwork with Levi's has been long-lasting. Back in 2011, it rolled out the Denizen denim line of low-cost Levi's. And last year, it introduced Levi's Red Tab, a different line, as well.

Based in Minneapolis, Target says the Levi's for Target collection is scheduled to launch at the end of February, with more than 100 items.



And the retailer, which also has been pushing to intensify its environmental goals, says the collaboration offers "more sustainable certifications and claims than any past Target limited-time-only design collaboration."

Some items are made with recycled glass, for example, and others carry certifications from Fair Trade USA and FSC Wood

Prices range from $3 to $150, with the majority costing less than $25.

Levi's has been looking to expand its footprint in other ways, too, struggling to fight back against pandemic-related sales declines. Late last year, it announced it would begin selling a clothing line at Dick's Sporting Goods.

The company just reported results for its fiscal fourth quarter, with net revenues sliding 12% to $1.37 billion, compared to $1.57 billion in the fourth quarter of last year, primarily due to decreased store traffic and ongoing closures. Direct-to-consumer revenue fell 5%, while overall ecommerce climbed 38%.

Net income fell to $57 million, a 41% drop from $96 million in the comparable period a year ago.

In its announcement, Chip Bergh, president and CEO, says the steps Levi's has taken "in this most extraordinary year … give me great confidence in our future. We will double down on elevating our iconic brand, investing in direct engagement with our fans, advancing our fast-growing digital business and further diversifying our portfolio."

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