Michelle Gass is making changes at Levi Strauss & Co. She has been the CEO since January 2024, and her goal is to streamline how the company operates. This shift aims to speed up decision-making and help Levi’s transform into a top-notch denim lifestyle retailer.
Levi’s has been on this journey for over ten years. The brand started as a leader in men’s jeans but has expanded offerings to include women’s clothing and tops. They have also focused on improving their stores and online presence.
Now, Gass is sharpening their strategy. She believes success comes from having clear goals and staying flexible. “We are aligning our structure with our strategy to drive sustainable, profitable growth,” she states.
Central to Gass’s vision is the customer. “By putting our fans at the center of every decision, we are shaping Levi’s not just as the denim leader but as an iconic lifestyle brand for generations,” she added.
In the past year, Levi’s saw a 3 percent sales increase, reaching $6.4 billion, with a margin of 10.2 percent before interest and taxes. Gass aims for even bigger things, targeting $10 billion in sales and a 15 percent EBIT margin.
To reach these goals, Gass is implementing changes in the leadership team:
- Karyn Hillman is now the chief product officer in charge of not just design but also merchandising. She will oversee the entire product vision for Levi’s.
- Jason Gowans takes on the role of both chief technology officer and chief digital officer. This position will help him streamline processes and unify company data.
- Harmit Singh, the chief financial and growth officer, is also handling Levi’s transformation program. He is tasked with improving the company’s economic structure.
- Gianluca Flore, the chief commercial officer, will now manage licensing and planning. This role will help ensure sales and inventory are closely aligned.
- Bernard Bedon, formerly with Nike, joins as the chief human resources officer. He will report directly to Gass.
- Lastly, chief operations officer Liz O’Neill is retiring after almost 12 years with the company. Her role will be replaced by a new chief supply chain officer.
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