Levi's To Sell Dockers Brand

12 May 2004

Levi Strauss has put its Dockers brand up for sale as it tries to cut costs.

The denim giant, which is eager to pay off some of its $2 billion debt load, has asked Citigroup to find a buyer for the casual clothing label. The company plans to focus on its core jeans business.

Dockers launched in 1986 and within a year was hailed as the fastest-growing clothing brand ever. The label's global sales stand at an estimated $1.4bn a year, more than one-third of Levi's total revenues.

Data sourced from: Financial Times; additional content by WARC staff