The Dutch fashion brand G-Star is being restructured.
With this step, the company wants to respond to the changing market dynamics, according to a press release. This is intended to create a stronger basis for long-term growth and lasting brand relevance.
The brand says operations will be simplified. They want to develop more quickly towards a more consumer-oriented business model. This also means that turnaround times are shortened and the brand’s product offering is reviewed.
“G-Star has a strong brand identity and a clear vision for the future. By simplifying our organization and strengthening our focus, we are creating a more agile company. This allows us to better serve our customers and realize sustainable growth,” said Rob Schilder, Chief Executive Officer (CEO) of G-Star.
The adjustments in the company are intended to reduce complexity and strengthen collaboration and efficiency. This means that 75 jobs will be lost at G-Star. “We are aware of the significant impact on the affected colleagues. We have taken great care to develop a comprehensive social plan to support employees during this transition phase,” said Schilder in the statement.
G-Star recently presented the first collection from new creative directors Rushemy Botter and Lisi Herrebrugh. This happened at the headquarters in Amsterdam. Shortly before, a new store concept was introduced. Today’s press release states that G-Star’s DNA remains unchanged: denim innovation, craftsmanship and sustainability.
In 2023, G-Star sold a majority stake to the US company WHP Global. The Dutch denim brand is currently still part of the American group’s portfolio.
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