Levi's overhauls Regent Street store to back Girls range

LONDON - Levi's has given its flagship Regent Street store a facelift to promote its Levi's for Girls offering.

The revamp has increased available floor-space and aims to aid consumer navigation through the shop.

The Girl's clothing section on the lower ground floor is signposted with a large-scale red "Medusa" graphic which spans two floors. The sales area and changing rooms have been given a boutique feel with the introduction of red carpet and sofas.

Central to the redesign is a "chill" area, with a copper floor, oak block-seats and a leather table.

The store exterior features two hand-crafted steel arches in the shape of a back-pocket stitch detail.

The overhaul marks the latest stage in Levi's bid to take on female-focused jeans brands such as Miss Sixty.

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