Levi Strauss & Co. names new president, CEO

The company also assigned the new Chief Marketing Officer and Chief Merchandising Officer.

Levi Strauss & Co. (LS&Co.) appointed Michelle Gass as president and CEO of the company, succeeding Chip Bergh who held the role for over 12 years.

Under her appointment, Gass has unveiled plans to broaden its leadership team as part of the company’s global commercial strategy and increase the growth and profitability of the Levi’s brand.

Levi's also appointed Kenny Mitchell as Chief Marketing Officer and Dawn Vitale as Chief Merchandising Officer, inducting them into the executive leadership team. Both will oversee Levi’s overall direction through strategic, financial, and operational decisions, highlighting the company’s commitment to a DTC-first, brand-led business model.

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Gass has seasoned experience in retail and omnichannel strategies, enabling a concrete vision to accelerate international growth and propel Levi’s as a head-to-toe denim lifestyle apparel business and transform the brand's current operating model into a direct-to-consumer (DTC)-first organisation.