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Bloomberg
Levi Strauss & Co is expanding its partnership with retailer Target Corp well beyond blue jeans. The agreement will mark Levi’s first home-goods partnership, with new products including tableware and pillows, the companies said in a statement. The tie-up will also broaden its Red Tab brand within Target stores, with in-store displays planned at more than 500 locations by fall.
Levi has been mapping out a future that depends less on discount sellers such as TJ Maxx and Sears. The San Francisco-based company, which already sold clothes through Target, has started offering higher-end lines at Nordstrom Inc and opened in-store shops at Macy’s.
The denim maker’s shares jumped on the Target announcement, reversing losses and rising as much as 4.3%
before paring the gains.
Denim labels have been gravitating towards home goods lately.