Levi’s has opened a new “immersive” store in London’s Knightsbridge with the brand saying the space reaffirms its “commitment to the city and its focus on head-to-toe denim lifestyle shopping experiences across the UK”.

The Knightsbridge Estate is the second-largest retail hub in the UK capital and the company has pulled out all the stops to match the store to the neighbourhood. It has a prominent glass façade and covers around 300 sq m across two floors to deliver “elevated retail experiences to London shoppers, reinforcing the brand’s direct-to-consumer strategy”.

Importantly, it radically boosts the label’s visibility in the key shopping area and in the UK generally, which parent company Levi Strauss &Co said is “a critical global market” for it.

We’re told that Levi’s Knightsbridge will “celebrate local craftsmanship by offering unique Trucker jackets designed by Levi’s in-store tailors from locations across the UK & Ireland, including Battersea, St Pancras, Manchester, Birmingham, and Kildare”. 

For the first time for the brand, the store also offers a new ‘ship to home’ service, so shoppers can ship their order to their doorstep, “appealing to local residents and tourists alike”.

The key product focus in-store is the brand’s denim lifestyle collection, “highlighting both contemporary trends and classic pieces”. The company said it “exemplifies Levi’s head-to-toe product offering, positioning the brand as a cornerstone of both fashion and culture”.

Lucia Marcuzzo, MD Europe, Levi Strauss & Co, said: “As London continues to drive trends and commercial growth for the European region, we remain committed to investing in the capital city and beyond to unlock further opportunities for consumers.”