G-Star integrates franchises into multichannel system

By

Olivier Guyot

Published
Apr 17, 2015

Last year, G-Star made an effort to bolster its multichannel system with regards to its stores and outlets. The Dutch brand has made progress, while also establishing a "ship from store” service with franchisees in its domestic market.

Through this service, when a customer searches for a product on its website, the system instantly checks which nearby G-Star store has the full order in-store. The client then chooses whether to pick it up from the store or to have it delivered to their home. "The goal is to increase synchronization within the supply chain to eliminate any competition with franchise holders," explained Maarten Rijnders, the brand’s retail director. 

G-Star has begun implementing the service in Germany, Great Britain, Sweden, Austria and Belgium. In the short term, until July, it will also roll out the service in Switzerland, France, Spain, Italy and Japan. 

The brand has 380 franchise stores worldwide.