Levi Strauss & Co. has unveiled a major leadership shake-up in a bid to strengthen its position as a top-tier omnichannel retailer. The company, known for its legendary denim, is making bold moves to streamline operations, speed up decision-making, and put consumer needs at the heart of its strategy.
The changes see some key figures in the company taking on expanded roles. Karyn Hillman, who has been instrumental in shaping Levi’s product vision, will now oversee merchandising as chief product officer. Jason Gowans steps into an expanded role as chief digital and technology officer, reflecting the brand’s increasing focus on online growth.
Meanwhile, Harmit Singh will now serve as chief financial and growth officer, taking charge of transformation programs and global talent hubs, while Gianluca Flore will broaden his remit as chief commercial officer to include licensing and planning, ensuring a smoother alignment between sales, inventory, and product selection.
A significant new appointment sees Bernard Bedon stepping in as chief human resources officer from 3rd March. He joined from Nike, where he managed HR for a massive workforce of over 81,000 employees. His experience in a global sportswear giant is expected to bring fresh perspectives to Levi’s people strategy.
Meanwhile, the departure of Liz O’Neill, the current chief operations officer, has prompted Levi’s to introduce a new role—chief supply chain officer. This position will be critical in ensuring the company can remain agile, improve service levels, and optimize costs in an increasingly complex global market.
Reflecting on the sweeping changes, CEO Michelle Gass highlighted the company’s commitment to evolving with the times. She pointed to the “bold moves” Levi’s has already made over the past year, which are starting to show results. “We have an agile and focused team ready to execute our strategies with a consumer-centric approach,” she stated, underlining the brand’s determination to keep pace with shifting consumer demands.
Levi’s, with its rich history dating back to 1853, has long been a staple in wardrobes worldwide. But in today’s fast-changing retail landscape, staying ahead means constant innovation—both in how the brand connects with consumers and how it operates behind the scenes. This leadership overhaul signals a clear intent to not just keep up with the competition but to set the pace in the world of fashion and retail.
