G-Star has announced that it will open a new store concept aimed at the female consumer. The first in a series of stores will open in Amsterdam this September with the assistance of the company’s Dutch franchising partner Costa with whom they operate three other franchises.

Camiel Slaats, G-Star’s commercial director, commented, “We’ve noticed that women have an increasing interest in our products and find that the general market is lacking in denim products aimed at the female consumer. Out of our 1,200 existing corners, about 150 offer women’s jeans.” As a result, project organizers plan to open 30 stores worldwide (Australia, Japan, China, Northern America and Europe) by the end of 2013.

The store concept was totally redesigned by G-Star’s own design and architect teams to better suit female clients. Slaats emphasized that “special research materials and design such as rounded glass panels, wider spaces and totally redesigned changing rooms that convey a special boutique feeling have been developed with women in mind. In addition, all personnel will be trained in order to better answer the requests of our female customers."

G-Star has already opened 350 franchising multi-gender stores and by 2015 aims to reach a total of 700 stores worldwide. The brand expects to close 2012 with a turnover of a billion USD, a double-digit increase in non-European countries and single-digit growth within Europe. The company hopes to launch an eyewear line and a fragrance next year as well.