G-Star is taking up residency among the luxury giants on Rodeo Drive.
The Amsterdam-based brand will be the first and only denim specialist to have a store on the famed Beverly Hills retail thoroughfare when the doors to its largest U.S. location at 413 North Rodeo Drive open Dec. 6. G-Star is the latest in a handful of nonluxury players including Juicy Couture, Guess, BCBG Max Azria and Bebe that, in an effort to raise their global profiles, have flocked to Rodeo Drive to be surrounded by the world’s most prestigious storefronts.
“Rodeo Drive will bring extra cachet to the G-Star brand, and I think that G-Star will bring something different to Rodeo Drive by being the first denim brand to open on this iconic street,” said Stuart Millar, executive vice president of G-Star North America. “G-Star holds appeal to an extremely broad consumer base and so this fits with the fact that Rodeo Drive attracts a very diverse visitor. We’re confident that this will be a hugely successful store for us.”
The G-Star store on Rodeo will be the brand’s sole corporate-owned location in the U.S. and one of only three globally. The other two are in Holland. “Rodeo Drive is an incredibly important location for the brand, so we need to make sure that we introduce it very well and that we operate an extremely healthy business,” said Millar. However, he stressed, “It is not our intention to become a retailer.”
A franchisee is expected to take over the Rodeo Drive location six to eight months after it opens.
G-Star set out to present its broadest array of merchandise ever at the Rodeo Drive store, which was designed in-house. The brand added a mezzanine of about 1,300 square feet to the existing 3,200-square-foot space to bring the total selling area to slightly over 4,500 square feet, more than double G-Star’s average store size in the U.S. of 1,950 square feet. About a quarter of the space in a typical G-Star store in the U.S. is dedicated to women’s merchandise, but women’s will inhabit 40 percent of the Rodeo Drive store as part of G-Star’s strategy to have its sales evenly divided between men’s and women’s.
The store will contain design elements characteristic of G-Star retail such as a denim wall while materials used will include glass, steel, concrete and oak. But it will be updated with design changes that spring from G-Star’s ambition to lure a larger proportion of female shoppers. Millar noted G-Star has attempted to soften the look of its stores by, for instance, using more wood and subtle hues for paint over the last three to four months.
The Rodeo Drive store will be G-Star’s 14th in the U.S. and seventh in California. Next year, the brand plans to bring its U.S. store count to at least 19 with openings in Boston, Miami, Minneapolis, Seattle and Atlantic City. By 2015, G-Star’s goal is to open 50 stores in the U.S. and 750 stores globally, up from 282 currently.
G-Star stores account for 45 percent of the brand’s sales in the U.S. The remainder of the sales come from 280 points of wholesale distribution at specialty stores like Atrium and Kitson, and department stores like Nordstrom and Bloomingdale’s. G-Star has also opened so-called Q-Stores — ready-made formats within existing independent specialty stores — and anticipates as many as nine Q-Stores will be established by summer 2012. The company doesn’t break out the U.S. contribution to sales, which top $1 billion globally, but Millar said the brand is growing here in the “high double digits” every season. “We are super happy with the growth,” he said.
Millar declined to disclose sales projections for the store on Rodeo Drive, where annual revenues can vary anywhere from roughly $3 million to $12 million per store depending upon the retail footprint and productivity. “We haven’t opened it as a marketing tool. It is definitely going to operate with a view of making a profit,” said Millar.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews