By  on December 8, 2004

PARIS — Levi Strauss & Co. said it would lay off 50 people at Dockers in Europe as it restructures the casual sportswear brand. Levi’s said it would close Dockers’ headquarters in Amsterdam and Dockers’ European president, Keith Harkess, would step down.

Dockers marketing director Nick Vance and merchandising director Peter Ruis will also leave, Levi’s said.

“For financial performance to improve, we have to build on the core brand…and focus on the products while optimizing our infrastructure,” said Paul Mason, president of Levi’s in Europe.

In October, Levi’s decided to keep Dockers after shopping it around for five months without a deal.

Levi’s said Dockers’ operations in Europe would move to Levi’s European headquarters in Brussels and the brand would be run by an interim management team, reporting to Mason.

Last September, Levi’s cut 300 jobs at its European division as part of the San Francisco-based denim giant’s ongoing effort to streamline operations worldwide.

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