MILAN — Levi’s has opened its biggest store in Italy, a testament to its lifestyle ambitions and direct-to-consumer-first strategy.

Located in the central shopping avenue of Corso Vittorio Emanuele, the 3,810-square-foot store spans two levels and is the brand’s 12th unit in the city. But the new location is meant to be Levi’s prime retail hub in Milan in terms of offering and activations, said Lucia Marcuzzo, senior vice president and managing director for Europe at the brand’s parent company Levi Strauss & Co.

In an interview with WWD, Marcuzzo underscored the important role of the Italian market — where Levi’s has more than 70 stand-alone stores and is available at more than 1,000 wholesale doors — and how the new unit is strategic for the brand.

“Levi’s is at the center of

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