Levi Strauss worth $6.5bn in stock market return
|bbc.com 20 Mar 2019 at 16:26|
Levi s has sold $623m worth of shares to institutional investors before allowing the public to buy stock in the 166-year old company on Thursday.
The Haas family, descendants of the founder Levi Strauss, have sold shares worth around $357m.
The company will be listed under the symbol LEVI on the New York Stock Exchange and the stock has been priced at the top end of a $14 to $16 range.
Levi s wants to continue to grow the company from men s jeans to more products for women as well as expanding its tops business.
The firm also said: "We believe we have a significant opportunity to deepen our presence in key emerging markets, such as China, India and Brazil, to drive long-term growth."
Jeans have regained their popularity in recent years after the "althleisure" trend when people opted to wear jogging bottoms and leggings instead of denim.
In 2017-18, global sales of jeans expanded by 4.3%, according to Euromonitor International, a market research provider.
In the US, after four years of falling demand, sales rose by 2.2%.
Founder Levi Strauss moved to San Francisco in 1853 during the California gold rush, opening a dry goods business. But he struck gold when in 1873 he and a partner received a patent on using rivets to make clothes - which increased their durability.