By  on July 4, 2012

G-Star Raw is taking its monobrand retail concept in a single-genderdirection.

The Dutch denim brand said Wednesday that it will openits first women’s-only store, called G-Star Women and located on theLeidsestraat in Amsterdam, this September. According to Camiel Slaats,commercial director of the firm, G-Star expects to have 30 such storesin operation by the end of 2013, with units to follow elsewhere inEurope as well as in North America and Asia. The Amsterdam unit will bejust more than 1,300 square feet.

The company currently has about320 monobrand stores, all of them housing men’s and women’smerchandise, globally. The vast majority are operated under franchisearrangements and the first women’s store will be no exception. Thefranchisee in Amsterdam will be Coster, which also operates monobrandstores for G-Star in the Dutch cities of Leiden and Nijmegen. The newstore will be in close proximity to the existing G-Star dual-genderstore in the Dutch capital.

“Coster has a long and successfulhistory in retailing in the Netherlands and is well equipped to open thefirst G-Star women’s store,” Slaats said.

In both its overallvolume and the merchandise mix of its stores, G-Star skews a bit moreheavily toward men’s merchandise, with most monobrand stores about 60percent men’s. The monobrand stores are designed not only to help buildthe women’s side of the business but also to meet the more exacting fitand fashion demands of women with more intensive service. Conceived anddesigned by the company’s design and development department with thehelp of its women’s designers, the unit will emphasize functionaldesign, including heavy concrete panels in white with rounded edges,long curtains in heavy industrial fabrics and leather detailing.

Inaddition to its monobrand stores, G-Star is carried at more than 6,500points of sale in 65 countries. Although privately held, its worldwiderevenues are reported to be over $1.1 billion.

G-Star disclosedthe new concept on Wednesday as the Bread & Butter market began itsthree-day run at the Airport Berlin-Tempelhof in Berlin. Concurrently,the company shared its advertising campaign for fall-winter 2012-2013.In May, it disclosed that actor/musician Caleb Landry Jones would be itsmale model, and Wednesday it revealed that its female face would bemodel Arizona Muse.

Shubhankar Ray, global brand director ofG-Star, said that the model “has become her name, being today’s muse offashion. With her standout presence and distinctive look, we felt shewas a raw and real character to feature in our new campaign photographedby Anton Corbijn.” Corbijn has been behind the camera for numerousG-Star campaigns, including the current flight featuring Clémence Poésyand Vincent Gallo.

On the other side of the Atlantic, G-Starproceeded with plans to expand its U.S. store count to 15 when it opensan 1,800-square-foot unit at 160 Newberry Street in Boston on July 20.The opening will end a two-year absence in Boston for G-Star, which hadpreviously operated a store for five years, until May 2010, at 348Newberry Street.

“Our experience in Boston tells us that we canexpect a strong contribution from jackets and denim, with roughly 30percent of turnover being driven through women’s wear and 70 percentthrough men’s wear,” said Stuart Millar, chief executive officer, NorthAmerica, for G-Star.

The company plans to open a unit in Miami inDecember and is negotiating for another unit in North America as well.The additional stores would mark the company’s 18th and 19th in NorthAmerica this year, matching its earlier projections for the continent.It expects to have 62 units in operation by the end of 2015.

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