Levi Strauss readies for prime time in the public markets
Levi Strauss & Co., which gave America its first pair of blue jeans, is going public for the second time.
The 166-year-old company, which owns the Dockers and Denizen brands, previously went public in 1971, but the namesake founder's descendants took it private again in 1985.
The stock is listed under the ticker "LEVI" and is set to start trading Thursday at $17, above an originally expected range of $14 to $16.
The move comes as the iconic brand is staging a comeback under its CEO Chip Bergh even as it faces increasing competition and a changing retail landscape. Women are opting for yoga pants or other comfortable athletic sportswear that can be worn every day. And the brand is also contending with a shrinking number of department stores, once its traditional venue of distribution.
