G-Star Raw will shift its focus to a smaller store format in Australia in 2015 amid a refurbishment of the premium denim brand’s local network. The Amsterdam-based label has grown to 20 standalone stores and 25 concessions in David Jones and Myer since first opening in Australia in 1998. The move to open smaller sites comes as the retailer begins converting existing standalone stores to the brand’s new international look, which was first unveiled to the local market at the latest G-St
tar Raw store at Emporium in Melbourne.
The proposed smaller format will see stores operate with a footprint around half the size of existing stores, around 100sqm to 150sqm.
Piet Poelmann, country manager for G-Star Australia, told Inside Retail PREMIUM that a smaller footprint will allow G-Star to trial new concepts such as men’s and women’s standalone stores – a model yet to be launched by the retailer in Australia.
G-Star also intends to open new stores throughout the revamp process, however, Poelmann did not disclose how many are expect to open in the next 12 months.
“There are plans for new stores, but we are looking at a smaller format. This format means that there’s more opportunities for further growth. There are also now locations that we would normally not have considered in the past that would be considered going forward,” Poelmann said.
A central design element of the new store is the introduction of the ‘seven icons’, an island in the centre of the store showcasing G Star’s seven iconic denim styles’.
Other features include digital screens streaming live content, instore iPads, a custom made instore fragrance, and larger fitting rooms in the centre of the store which include bathrobes and slippers for customer use.
“All of those features can work in smaller stores, but we would never go to a 50sqm store, there has to be some space.
“We’re looking at [opening new stores] going forward, but the numbers vary from another 25 to 50 odd stores, no one knows. We’d rather open good stores, than open quickly mediocre stores.”
