Levis’ chooses Chile for NextGen debuts
Denim brand Levi Strauss & Co has chosen Viña del Mar (pictured) and Santiago, Chile, as the locations for its first NextGen stores in Latin America.
The stores – of which Levis has opened 127 globally since 2019 – are described “world-class omni-channel experiences that give consumers an authentic, compelling and consistent expression of the brand”.
“I am incredibly proud of the team that brought this store to life,” said Sam Espindola, managing director of the Andes, of the Viña del Mar store. “Chile had some of the strictest COVID-19 restrictions, limiting how often people could leave their homes and for which activities, which makes this an even more impressive feat.”
The brand is planning least five additional stores in Chile and Peru over the next three years.
“This is a great milestone for Latin America,” said Rui Araujo da Silva, managing director of Latin America. “Our business is strong and bringing the brand to life with NextGen will only enhance our consumers’ connection with Levi’s.”
