Levi’s UK arm slashed more than 200 jobs over its latest financial year, despite an uptick in profit and sales.

The jeans brand’s Northampton-based operation reduced its headcount from 1,857 to 1,630 over the year to 30 November 2024, with the cuts following a similar level of hiring the year prior.

Pre-tax profit at the retailer grew from £7.7m to £9.5m over the period, while sales also rose from £89m to £96.8m.

A statement endorsed by the board said: “Service levels have improved and confidence from customers and consumers in our ability to be a reliable partner should increase further in 2025.

“Traffic has been flattish overall or even in decline during the current year and a consistent trend of bargain hunting is still directing price-sensitive consumers more to outlets rather than mainline stores.”

It continued: “The outlet business is however a highly professionalised and profitable business model for us and hence bears more opportunities than risks.”

“While consumers are still attracted by special offers and the ability to swiftly compare prices across platforms, our new brand ambassador Beyonce, with whom we launched a global marketing campaign in 2024 to last for 12 months, is expected to boost brand awareness and should allow us to reduce promotional activities both on and offline.”

Levi’s noted that its five-year plan would focus on expanding its womenswear and tops, as well as additional investment in its premium denim products and more flexible production.

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