At a time when most retailers are rushing to reap the rewards of e-commerce, Levi-strauss is closing down its online storefront. Sales were satisfactory, but the company decided that site maintenance costs were prohibitive.
"The site was doing well. In fact, we were very pleased with the sales figures, but we focused on resources and it just took too much to maintain a world class e-commerce site," said Jeff Beckman, a spokesman for Levi strauss and Co.
The site will cease sales after the holidays. Beckman said the site might sell specialized items in the future, but for now, marketing will be the focus. Customers who want to buy Levi's apparel will be directed to retail partner sites, such as Macy's and JCPenney. The move may appease retailers, some of whom were reportedly angered by Levi's refusal to let them sell Levi's products on their sites.