By  on February 7, 2012

Chip Bergh wants to get Levi Strauss & Co.’s Dockers business back into 10-digit territory.

Bergh, who left Procter & Gamble to become president and chief executive officer of Levi’s in September, said Dockers, once a $1.2 billion business that’s now “a little bit more than 10 percent” of Levi’s $4.76 billion in annual revenues, or about $476 million, has “more than enough opportunity” to return to its peak sales level. He indicated that the seeds for such a revival already had been planted in Europe, where it is presented and perceived as a “true lifestyle brand.”

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