Target will now sell Levi’s jeans in the US. The retailer will start carrying the brand’s core line in 50 stores. The stores slated to get the merchandise will be mostly near college campuses as well as in busy urban areas. Target first began carrying Levi’s Red Tab line in about 20 stores. Based on its success, the retailer decided to bring it to more stores. The assortment has been expanded to also include women's apparel.

As Levi’s jeans lost shelf space at hundreds of shuttered Sears stores, it's been searching for other places to sell its jeans. With department stores such as JC Penney struggling, Target is regarded as more of a fashion destination, especially among younger shoppers. And Target is still growing in terms of sales and stores while others are shrinking. For Target, landing Levi’s core line adds fashion credibility. Levi’s is the most searched brand on Target.com for jeans. This partnership is an example of how Target continues to offer a curated assortment of highly relevant and premier national brands like Levi’s, while also offering in-house brands that Target has rolled out in recent years to refresh and update its assortment.

Levi’s is also exploring other avenues for distribution. It has expanded its premium business with Bloomingdale’s and Nordstrom. It has also been testing in-store shops in six Macy’s locations.