Levi’s deepens cultural reach with Nagoya flagship

The new store supports Levi’s direct-to-consumer strategy.

Levi Strauss & Co. has opened its largest single-floor store in the Asia Pacific region—excluding India—at Nagoya ZERO GATE, marking a strategic push to strengthen its cultural and consumer presence in Japan.

At 5,380 square feet, the Nagoya flagship features the first Levi’s Tailor Shop in the Tokai region, offering on-site customisation services such as embroidery, fabric paneling, and repairs. The store also includes an elevated lounge, digital elements, and the brand’s first data shop in the city.

“Nagoya was an obvious choice for us, being one of the largest cities in Japan, with its deep roots in culture and history, really aligned well with our strategy to always be at the center of culture,” said Nuholt Huisamen, Managing Director & Senior Vice President, APAC, Levi Strauss & Co.

The store is a key part of Levi’s direct-to-consumer (DTC) strategy, which focuses on building deeper customer relationships through branded retail experiences.

“Our DTC first strategy puts the customer at the center where we can create lifelong fans for the brand. And stores like this allow us to do that,” said Huisamen.

“We also have the ability, in the large format store, to show the fullest expression of the assortment, so that consumers here in Nagoya can also experience the Levi's lifestyle brand, and that's our ambition.”

Following strong performances in Tokyo, Osaka, and Kyoto, Levi’s expects similar success in Nagoya.

“We know Japanese consumers love our brand. They love heritage denim, and so we’re expecting a very warm response,” Huisamen said.