Levi Strauss has announced the sale of its Dockers brand to Authentic Brands Group for up to $391 million, which reflects an initial payment of $311 million with potential performance-based additions. The decision is part of Levi's strategy to concentrate on its main Levi's brand and Beyond Yoga following a rise in popularity of athleisure wear. Dockers, launched in 1986 and synonymous with 'Casual Fridays,' has struggled recently due to changing consumer preferences, especially post-pandemic.
Levi Strauss is selling Dockers to Authentic Brands Group for up to $391 million, focusing on its core brands as consumers shift toward athleisure.
Dockers played a crucial role in shaping casual workwear and is seen as a natural fit for Authentic Brand's growth strategy.
Collection
[
|
...
]