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Curve ID range puts Levi’s in fine shape

Denim brand Levi’s grew its womenswear sales by more than a third in the UK in September, boosted by its new premium shapewear sub-brand Curve ID, and is poised to roll the range out to 50 additional stockists.

Levi’s, which launched three ranges - Slight Curve, Demi Curve and Bold Curve - under the sub-brand in mid-July, said womenswear like-for-likes in its strandalone stores increased 37% in September. It would not reveal what the figures were, but Levi’s womenswear has suffered in recent years from a polarisation of the under-35s women’s denim market, in which shoppers opted for premium denim brands such as 7 For All Mankind or cheaper high street alternatives.

Curve ID is sold in Levi’s 32 UK stores and eight stockists, including etailer Asos, premium denim indie Trilogy and young fashion indie Javelin. However, it has met with a mixed reaction since its launch.

James Leslie, founder of three-store Trilogy in London, told Drapers: “We’ve had a very positive start and are looking to run this in all stores for spring 11.”

But Donna Ida, owner of premium denim indie Donna Ida, which has four stores in locations including London and Guildford, said the range had not sold well and was dropped this week.

New Curve ID stockists for spring 11 include York premium indie Sarah Coggles, department store chain John Lewis and the London Oxford Street flagship of women’s young fashion chain Topshop.

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