Levi Strauss DTC Sales Top Half of Revenue

Levi Strauss & Co. has been shifting its business mix toward company-operated stores and e-commerce, reducing its historical dependence on department stores and other wholesale partners. The direct-to-consumer, or DTC, model gives the denim maker greater control over pricing, customer data and the shopping experience. Crossing the 50% threshold is a structural milestone, signaling that the strategy is reshaping revenue while supporting the higher profitability cited by President and CEO Michelle Gass.

On April 7, 2026, Levi Strauss reported net revenue of $1.7425 billion for the quarter ended March 1, up 14% from a year earlier. DTC revenue rose 16% to $911.5 million and accounted for 52% of total net revenue, surpassing wholesale revenue of $831.0 million. E-commerce revenue climbed 21%, while DTC comparable sales advanced 7%; wholesale revenue increased 12%. The figures showed owned stores and digital channels outpacing the company’s traditional wholesale operation.