On 19 December 2013, G-Star RAW and A.R.P. will open a prestigious flagship store in Rome city centre in Via del Tritone. It will be officially inaugurated during Rome haute couture week Alta Roma on 27 January 2014.
The new store will unveil a new retail concept that will be officially presented for Pitti Uomo in January 2014. According to the company, the store’s new retail approach represents a significant turning point for selling denim compared to traditional jeans store concepts. The new flagship store recently opened in London shares this progressive approach. Its concept underlines the unique and iconic elements that characterise G-Star RAW jeans by displaying the product, not the stock. The new concept aims to involve the consumer in a totally new and captivating shopping experience
G-Star is collaborating with the Italian retail specialist A.R.P.  Advanced Retail Project, also working with Molto restaurants and brands such as Mountain Affair, Ferrari and North Face.
Camiel Slaats, sales manager, G-Star commented: "G-Star, thanks to its over 500 franchising stores (Asia included) is strengthening and expanding its worldwide presence. The opening of a flagship in the city of Rome is part of our business strategy and underlines our position as a luxury denim brand in the worldwide market. We are very happy we can collaborate with A.R.P., a solid partner, and we are sure we will manage in picking up this business opportunity and in building a true G-Star shopping experience in Italy."