G-Star to open in London G-Star to open in London

Dutch jeans label G-Star Raw is to open a much anticipated London flagship store later this year. The location is in the trendy Seven Dials district in Covent Garden . The area is renowned as an upscale, hip shopping destination. The G-Star store, which has a retail surface of 2500 square feet spread over two floors, is located in an old warehouse. The brand already wholesales to various stores like Urban Outfitters, House of Fraser and Selfridges. The opening will be part of a larger global expansion plan, with 23 store openings slated for the second half of 2006. The company currently has more than 50 stores worldwide.

G-Star has made a name for itself as a jeans innovator, working with rough, raw denim. This is the basis of the collection, with new authentic details and washings being added each season. The brand also offers the G-Star Retailormade Store Concept, which enables G-Star customers and entrepreneurs to start a mono-brand G-Star Store. They are supported by G-Star's back office and corporate infrastructure, while having full control of business operations.