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Levi’s is expanding the Levi’s Red Tab loyalty program in new European markets.
The U.S. heritage denim brand recently introduced the program in Poland, Ireland, Denmark and Switzerland. With this latest expansion, the program is now available in 12 European countries.
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Over 38 million consumers worldwide have joined have the Levi’s Red Tab loyalty program since its launch in 2020.
The Levi’s Red Tab loyalty program reinforces the brand’s direct-to-consumer (DTC) strategy, ensuring a seamless, omnichannel shopping experience that rewards loyalty. Members can personalize their preferences to receive exclusive offers and services, creating a customized experience no matter where they shop—online or with an in-store stylist. Convenient features like Click & Collect, in-store returns for online purchases, and the ability to order in-store with home delivery are made easier.
“For us, the Red Tab loyalty program is a long-term investment in our European community and a critical component of our DTC strategy,” said Leona De Graft, VP of e-commerce at Levi Strauss & Co. Europe. “We’re not simply looking for repeat customers; we’re cultivating lifelong Levi’s fans. Through an elevated omnichannel experience—including seamless digital and in-store integration, personalized tailoring and exclusive access to cultural moments—we’re empowering our fans to truly Live in Levi’s.”
Members of the program enjoy perks like free shipping on every order, access to exclusive collaborations and brand experiences. Additional benefits include extended product guarantee with lifetime access to tailoring and repair services and “coins” earned on every purchase, redeemable online or in-store across participating European countries.