Larcombe, who was commercial director at Adidas, replaces Matthew Mycock, who had held the top post at the denim brand since February 2003. It is not known whether Mycock has a job to go to, although it was announced internally that he had left to seek a new challenge.
The move marks Larcombe's second spell at Levi Strauss, which was broken by a four-year stint at Adidas. He will take up his new post in September.
Larcombe will be responsible for continuing Levi's drive for sales growth in the UK, which has been buoyed by a £21m marketing investment it made across Europe over the past year.
Larcombe's departure from Adidas, which sparked a restructure resulting in former product range director Gavin Thompson taking over the commercial director role (Marketing, 10 August), came at the same time as the sports brand agreed terms to buy rival Reebok in a £2bn deal.
It is thought the takeover will not affect the strategic direction of the two brands until midway through next year, once it has been ratified by the regulators.
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