Levi Strauss & Co. extends DTC and omnichannel centric Red Tab member programme to new European markets

Levi Strauss & Co. has boosted its DTC first strategy, with the expansion of its member programme, Levi’s Red Tab, into four new European markets. Consumers in Poland, Ireland and Denmark, can now access exclusive membership benefits, while Switzerland will be joining in June.

Since launching in 2020, Red Tab has grown to over 38 million members globally. With this expansion, the programme will be available in 12 countries in Europe (France, UK, Germany, Italy, Spain, Netherlands, Belgium, Czech Republic, Poland, Denmark, Ireland, Switzerland).

Leona De Graft, VP of E-Commerce at Levi Strauss & Co. Europe, says: “Expanding our Red Tab Member Programme is a key enabler of our DTC first and omnichannel evolution. By integrating digital and in-store experiences, the program strengthens our ability to deliver a connected, convenient, and rewarding shopping journey across all touchpoints.”

“But we are not just driving loyalty - we are building lifelong Levi’s fans through unique benefits such as our in-store tailoring service to both customise and repair denim garments. With Red Tab, our members truly Live in Levi’s.”

Central to the programme are coins, earned by Red Tab members on every purchase, redeemable for vouchers to shop online or in-store. Additional perks include free shipping on every order, birthday surprises and early access to exclusive collaborations.

Member Days also give fans access to concert tickets, curated trips and events across Europe destinations. Members retain their benefits in all the countries where the programme is available.

2025 RTIH INNOVATION AWARDS

Omnichannel retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.