China: Levi’s aims to open 1,000 stores for new brand DENIZEN in five years

Levi Strauss & Co plans to open up to 1,000 stores for its new denim label DENIZEN, which targets fast growing markets, in China by 2015, with estimated annual sales revenue of 5 billion yuan (US$733 million).

The brand aims at young customers aged between 18 and 29, selling more affordable denim products compared with the company's main line Levi's. A pair of its jeans costs between RMB339 and RMB399.

It plans to open 20 stores in Shanghai and nearby Zhejiang and Jiangsu provinces this year. More stores will be opened in northern China next year.