Amsterdam Denim Trip: G-Star Women Concept Store

Alongside our preview of the S/S 13 collection presentations and highlights, we were also invited to see G-Star’s new retail concept that is dedicated completely to women. Created under a new monobrand design, G-Star Women, the standalone store underlines the next evolution of the G-Star Women’s collection.

G-Star is a denim specialist and its women’s denim collection is tailored to the inch. The recent opening of their women’s standalone store concept has further built upon this position in the market and is claiming its expertise when it comes to women’s denim. Having only been open for 10 days, the store is already outperforming expectations as shoppers have been flocking to the Leidsestraat location in Amsterdam’s central shopping district.

Conceived and designed by the company’s design and development department with the help of its Women’s designers, the 1,300 square foot unit emphasizes a more feminine design aesthetic than the average G-Star store, with soft white concrete panels with rounded edges and long curtains in heavy industrial fabrics and leather detailing.

In both its overall volume and the merchandise mix of its stores, G-Star has historically skewed a bit more heavily toward men’s merchandise, with womenswear contributing to just 30% of sales. The decision to introduce these monobrand stores is not only to help build the women’s side of the business but also to meet the more exacting fit and fashion demands of women with a more intensive service.  According to the SGN-Group, G-Star expects to have 30 such stores in operation by the end of 2013, with units to follow elsewhere in Europe as well as in North America and Asia.

This single-gender direction is not the first of its kind in Amsterdam. Jason Denham launched his women’s standalone earlier this summer in June offering a full collection in both the denim and non-denim areas for women. Additionally, when Tenue de Nîmes expand their extended retail adventure this fall, they will also be offering an extended interpretation of modern women’s denim and style in their own separate “domain”. Not only do these locations sell a wide variety of bespoke and premium denims, but they also offer a hands-on service and denim atelier programs that indicate a growing denim culture is not just for the men.

Take at look at the women’s standalone stores at the following addresses:

G-Star Women: AMSTERDAM / Leidsestraat

Denham Women’s Store: AMSTERDAM / Runstraat 17, 1016 GJ, Amsterdam   Tel: +31 (0)20 528 77 30 / mail: womensstore@denhamthejeanmaker.com

Tenue de Nîmes new retail store (opening this fall): AMSTERDAM / Haarlemmerstraat 92-94


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