City News

Amsterdam, October 2006. As G-Star Raw expands mono-brand stores are continuously opening around the world to cater to the growing consumer demands.  Today, more than 50 G-Star Stores are in operation internationally. By the end of 2006 G-Star plans to have a total of 75 stores worldwide, including the much-anticipated G-Star Store in Birmingham, which will open its doors mid November.   

G-Star has chosen a central and popular fashion destination for the 200 square meter store. Situated near the famous Bronze Bull, the G-Star Store will become part of the recent regenerated shopping district, the Bullring shopping center. The G-Star Store is located near luxurious residences alongside a variety of retailers that create an atmosphere conducive to any fashion consumer. Birmingham Bullring aims to create a superb choice of shopping destinations, prestigious bars, dining and entertainment experience.

The city centre is serviced by regular bus routes, train and the nearby metro station.

Other UK G-Star Stores can be found in London, Sheffield, Nottingham, Edinburgh and Belfast.

Collection
G-Star is known for its innovative and cutting edge style in the world of denim. Pushing the boundaries, continuous experimentation and product development has lead to a strong following worldwide. The rough, rudimentary and raw characteristics of the brand allow G-Star to maintain its distinct and unorthodox style. Each season, the jeans-oriented collection serves as the basis of the line, while authentic details and innovative washings are added. G-Star is about making eccentric combinations and maintaining authenticity. Never one to follow the crowd. Just the Product.

Promotional activities
The official opening of a G-Star Store is traditionally supported by a promotional activity which has become quite typical for G-Star. For this occasion, a team of models, wearing tailor-made raw denim costumes representing certain eras and themes, are moving around the streets that are surrounding the G-Star Store, handing out flyers, always creating a stir amongst the gathering crowd. The costumes are made by a G-Star tailor as part of the G-Star Handcrafted Objects collection. Both the Handcrafted costumes and the Handcrafted objects, which are not for sale, show G-Star’s ability as jeans makers and have been used in various high fashion photo shoots lately.

Store interior
The look and feel of the G-Star Stores successfully captures the driving design ideals of the brand: rough, stylish, pure, and functional. There is a definite uniformity to the G-Star Stores, which is developed by the G-Star Interior design team. Every single element within the interior, including jeans walls, fitting rooms, racks, mirrors and lighting plans, is designed and developed by G-Star. All G-Star Stores allow for the clothing to be showcased most effectively by combining natural materials such as wood and leather with concrete and steel. G-Star strives to showcase denim in its purest form. The consistency allows for consumers to identify strongly with the brand and become familiar with the overall style.

G-Star Retailormade Store Concept
The G-Star Retailormade Store Concept enables and helps existing G-Star customers and entrepreneurs to start a mono-brand G-Star Store. G-Star Retailormade partners are supported on a day-to-day basis, to build a profitable business and a strong G-Star brand presence in the most important cities of the world. It leaves them in control of business operations, whilst supported by and benefiting from the G-Star back office and corporate infrastructure. The G-Star Retailormade Store Concept ensures a win-win situation for both parties involved in the creation and development of a new business.

Today, more than 50 G-Star Stores are in operation worldwide, with several more planned for the near future. For G-Star Store locations and exact opening dates please go to www.g-star.com

Address
G-Star Store Birmingham Bullring
Unit SU 704, Upper West Mall
B5 4BF, Bullring, Birmingham
United Kingdom

Opening Hours:
Monday - Friday 9.30 am - 8.00 pm
Saturday  9.00 am - 8.00 pm
Sunday   11.00 am - 5.00 pm