*

Blue Tab line to be expanded to more stores in 2026, CFO

says

*

Jeans cost up to 350 euros vs up to 130 euros for Red Tab

*

Premium market growing faster than regular denim

*

Levi's may outline new revenue timeline next year

By Dominique Patton

PARIS, Nov 11 (Reuters) - Levi's will sell its

new line of $300 jeans in more stores next year as it looks to

boost growth by tapping into strong demand for premium denim,

Chief Financial and Growth Officer Harmit Singh told Reuters.

Launched in Asia earlier this year, and in around two dozen

stores in Europe and the U.S. since September, the Blue Tab

range of higher quality jeans and shirts is part of an ongoing

push to broaden the Levi's brand and attract more women.

"We're coming back with a larger scale in '26, because it's

done really well," said Singh, dressed in a shirt and jacket

from the new line inspired by heavier and stiffer Japanese

selvedge denim.

PREMIUM DENIM GROWING FASTER

In Europe, Blue Tab jeans sell for between about 250 and 350

euros ($290-410), compared with between 70 and 130 euros for its

Red Tab line. Blue Tab jackets sell for around 700 euros.

Levi's, which currently sells mostly mid-market denim under

its Red Tab range, as well as a mass market range for outlet

stores and Walmart, faces a delicate balance to cater to both

budget and premium markets.

While premium denim accounts for about 10% of the roughly

$100 billion global denim market, it is growing faster than the

mid-single-digits of the regular jeans category, Singh said.

"The price point is one thing, but it's also the quality of

the product. So Japanese denim inspired, selvedge," Singh said

in an interview in the group's Paris showroom.

Selvedge denim is woven on traditional looms that produce

self-finished edges and a tightly woven, denser fabric.

Design is also key with a stronger pipeline planned for next

year across men's and women's ranges, he said.

TARIFFS AND INFLATION CAUSE HEADWINDS

The maker of 501s, which reported sales of $6.4 billion last

year, had set a target of reaching $10 billion in revenues and a

15% operating earnings margin by 2027, but scrapped the timeline

during the pandemic as high inflation slowed growth.

U.S. President Donald Trump's trade tariffs have added

further headwinds for the company, but after high-single-digit

percentage revenue growth in recent quarters, Singh said the

company may be ready to outline a new timeline next year.

Levi's is expecting a strong holiday season, said Singh,

with the company currently selling more full-priced product this

year compared with a year ago.

"The consumer has largely been resilient. And we're not

seeing any demand contraction," he said, adding that Levi's

would limit discounts as much as possible.

Expanding into non-denim fabrics that attract new customers

and collaborations with brands like Barbour and Nike is helping

to sell at full prices, said Singh, while a lower cotton

commodity price this year has helped keep down costs.

Later on, Levi's could buy a new brand to drive faster

growth, said Singh, adding to its $150 million Beyond Yoga

business, acquired in 2021.

"Right now, we have two brands. We have left the door open

for another brand," said Singh.

While "anything that could accelerate our tops business

faster is something we'd look at," an acquisition is not needed

right now, he said.

($1 = 0.8575 euros)