NEW YORK — VF Corp., the Wyomissing, Pa.-based denim and innerwear company, has completed its acquisition of the Brittania mass denim company.
Brittania, which was owned by Levi Strauss & Co., has been on the block since January, and VF made an offer for the brand in June. It will now become part of VF’s stable of mass denim brands, which also includes Wrangler Hero, Rider and Rustler, and will be headquartered in Greensboro, N.C. The company had been based in Seattle for many years.
“One of VF’s primary strengths is our ability to carefully analyze our markets and offer a variety of products and brands to suit specific consumer segments,” said John Schamberger, vice president and chairman of North and South American jeanswear, in a statement.
“The Brittania brand will round out the portfolio of brands offered by our mass market jeans operation and give us greater penetration in one of the largest market segments.”
Although it was owned by the $7.1 billion Levi Strauss , Brittania had been languishing in the highly competitive mass denim market, with about $100 million in annual wholesale sales.
VF Corp., meanwhile, has been aggressively promoting its mass business. Strength in the Wrangler and Rider brands was the source of a 4 percent gain in domestic jeans sales in VF’s second quarter.

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