November 27, Levi Strauss & Co. inaugurated its new Callao-Preciados store, the brand’s largest location in Spain, spanning more than 400 square meters across two floors. The space—an expression of the company’s DTC-first strategy—blends heritage, innovation, and cultural relevance in the heart of Madrid, underscoring Levi’s long-term commitment to cities where creativity, tourism, and commerce intersect.
With more than 50 stores nationwide, the Callao-Preciados opening marks another milestone in Levi’s expansion in the Madrid market. This momentum has also reached the sportswear segment. Under Armour opened a new 300-square-meter space in El Corte Inglés de Sol in September, coinciding with the exclusive launch of its “UA x Mansory” capsule collection, which bridges highperformance athletic wear with luxury design. The brand’s presence in central Madrid
reinforces its expansion strategy and its interest in a city with strong tourist footfall and a young, dynamic consumer base.
The growth of U.S. retail investment was further reflected in the June opening of Victoria’s Secret’s fifth store in Madrid, located in the La Vaguada shopping center. With 13 locations across Spain and 15 new hires associated with this opening, the company continues to consolidate its position in the market through store concepts aligned with its global brand identity. A year earlier, New Era chose Madrid’s Gran Vía to open its first monobrand store in Spain—a 160-square-meter flagship that was followed by a second location in La Vaguada in 2025.
This trend is not new. Nike strengthened its presence in Madrid with the 1,286-squaremeter flagship it opened on Gran Vía in 2024, designed to offer a more personalized shopping experience for members of its “Nike Member” community. Recent arrivals such as Urban Outfitters in 2023, GAP with its first standalone store in 2022, and the expansion of brands like Calvin Klein, Tommy Hilfiger, Michael Kors, and Coach— established in the capital for more than a decade—further illustrate the depth and continuity of U.S. investment in Madrid’s retail landscape.
The growing interest from these companies confirms Madrid’s role as a strategic market for U.S. lifestyle brands, driven by the city’s exceptional quality of life, strong tourism sector, and vibrant commercial ecosystem that continues to attract international investment.