Clothing company Levi Strauss is planning to open a new flagship store in New York City, US, late next year.

To be located in Times Square at 1535 Broadway, the proposed store is set to replace the company’s existing location at 1501 Broadway.

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The opening of the 17,000ft² store comes after the brand recently re-opened its shop in SoHo.

“With this store, we are focused on bringing the flexibility and ease of omnichannel to the in-store environment.”

Levi Strauss executive vice-president and global retail president Carrie Ask said: “This new flagship store is a testament to the strength and relevance of the Levi’s brand.

“Located in the heart of Times Square, this store will be the ultimate shopping destination for consumers from around the world who are seeking authenticity, customisation, and personalised fit and style expertise.”

As part of its plan for the Times Square store’s design, the company conducted consumer research to have enhanced understanding of consumer expectations when shopping at a store.

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The company intends to benefit from store design, product assortment and omnichannel capabilities to improve consumer shopping experience.

Ask added: “With this store, we are focused on bringing the flexibility and ease of omnichannel to the in-store environment, while also giving the consumer a unique and highly personalised experience that they can’t get anywhere else.”

Through the new store, Levi Strauss aims to strengthen its plans to invest in direct-to-consumer segment, which contributes nearly one-third of its total global business.

The strategy is focused on company-owned and operated retail.