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G-Star Raw to open new UK stores following Portas appointment

Dutch fashion brand, G-Star Raw, is to open four new UK stores in London, Manchester, Watford and Lakeside following the appointment of Portas as its lead strategic agency.

The group recently opened a 2,500 sq ft store in Sheffield’s Meadowhall, which became the brand’s first store under its new retail design. The new design features an exhibition detailing the company’s approach to sustainability and a service desk made from recycled denim.

Portas, founded by TV’s Mary Portas had been assisting the company to translate its global brand strategy into a UK strategic marketing plan. The retail design agency started its work with G-Star Raw designing its ‘Uniform of the Free’ campaign.

General manager of G-Star Raw in the UK, Mary Doumtsi, said: “We are really excited to bring the G-Star brand to Meadowhall. This is a really important market for us and the beginning of our retail expansion in the UK. We hope the Sheffield customer connects with our innovative and sustainable approach to denim.”

Caireen Wackett, managing director at Portas, added: “There’s an opportunity for G-Star UK to carve out a unique positioning to stand out in the denim category. Our ambition for G-Star in the UK is to position it from a jeans brand to a purpose-driven brand, and we’re excited to be working with them to deliver this vision.”

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