Published
Jun 20, 2014
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G-Star attacks the denim market in Italy

Published
Jun 20, 2014

While Europe now represents 70% of the brand’s sales, with Germany and France making up the largest share, G-Star has nevertheless remained underrepresented in Italy. That, however, will soon be a thing of the past.

The Dutch denim brand already had three stores in Italy when it opened a store in Rome in January. Now, it’s getting ready double that figure. Next month, it will open a store in Florence. In September, it will launch one in Venice on Piazza San Marco and then in Milan on via Dante, where its store will encompass 4000 square feet spread over two levels, boasting a view of the famous Milan cathedral!

G-Star’s spring/summer 2015 collection


"Italy is very important to us because, a large part of the industry is based there, and the locals taste is refined. Pitti Uomo has also become our home base," said Jonas Bach, director of sales in Europe. He notes that the Dutch jeans brand chose the Florentine exhibition to serve as a key step in kicking off the season.

The new Italian openings are the result of an agreement with the Italian real estate specialist ARP, with which G-Star will also work in Switzerland and Spain. In Spain, a new store will be set for August in Madrid on Calle Serrano.

In Italy, G-Star now has 250 multi-brand clients, a number that the denim brand intends to increase. "In Italy, G-Star is still small, but we think we have a great deal of potential and therefore would like to expand there. Italian jeans brands don’t scare us because they’re very different from us. They’re much more focused on fashion and are paradoxically very traditional and conservative. They don’t really know how to innovate, while G-Star is more flexible and very close to the market," said Jonas Bach.

Jean-Paul Leroy (with Dominique Muret)

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