The 海角视频 division of Levi Strauss eliminated more than 200 positions whilst revenues soared to nearly £100m throughout its most recent financial period.
The Northampton-based operation decreased its workforce from 1,857 to 1,630 during the 12 months ending 30 November, 2024, according to fresh filings submitted to Companies House, as reported by .
Across the identical 12-month span, Levi Strauss witnessed revenues climb from £89m to £96.8m whilst pre-tax profits similarly advanced from £7.7m to £9.5m.
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The workforce reduction followed the company having expanded by approximately the same number in 2023.
Levi Strauss hopes Beyoncé deal will pay off
A declaration endorsed by the board stated: "Service levels have improved and confidence from customers and consumers in our ability to be a reliable partner should increase further in 2025.
"Traffic has been flattish overall or even in decline during the current year and a consistent trend of bargain hunting is still directing price-sensitive consumers more to outlets rather than mainline stores.
"The outlet business is however a highly professionalised and profitable business model for us and hence bears more opportunities than risks.
"While consumers are still attracted by special offers and the ability to swiftly compare prices across platforms out new brand ambassador Beyonce with whom we launched a global marketing campaign in 2024 to last for 12 months is expected to boost brand awareness and should allow us to reduce promotional activities both on and offline."
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Levi Strauss stated: "We overall remain confident that our long-term strategy to build brand equity and expand the product portfolio especially in the under penetrated female and tops segments pays off."
"We have just laid out a new strategic business plan for the next five years in which we project more investments in elevated products around a denim lifestyle including an increase in near shore, more agile production capabilities."