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When Standard Atlanta reopens its space at the Lenox Square Mall in Atlanta today, it will have twice the square footage and a new story to tell.
Standard will devote about half of its space, expanded to 1,400 square feet, to a G-Star Raw Q-store, in which half to two-thirds of the merchandise is G-Star’s and the remainder is from what are deemed to be complementary brands.
Following locations in Cleveland and Salt Lake City, the concept is the third Q-store in the U.S. for G-Star. Another five are planned for North America within the next year with a target of 50 by the end of 2015, according to Stuart Millar, chief executive officer, North America, for G-Star.
The Dutch denim firm also operates 16 monobrand stores in North America, a number expected to expand to 19 by the end of this year and to 62 by the end of 2015.
“We have had tremendous success with G-Star as part of our multibrand selection at Standard over the past seven years,” Farshad Arshid, owner of Standard, told WWD. “Fortunately for us, the brand has outgrown the available real estate at Standard. We feel that the Q-store concept is the best way to properly showcase this brand in the Atlanta market.”
Standard, founded in 2003, continues to operate a second unit in Atlanta. Arshid isn’t considering expansion within his home market but is open to opportunities elsewhere.
“We are looking at all options right now,” he said. “In some markets, we will expand only with Standard, while in other markets we’ll be looking at doing either the G-Star monobrand or Standard/G-Star Q-store concept. We will let the specific market determine that.”