G-Star announces ‘strategic restructuring’, 75 jobs to be cut

Dutch fashion brand G-Star is restructuring. With this move, the company aims to anticipate changing market dynamics, according to a press release. This is intended to create a stronger foundation for long-term growth and lasting brand relevance.

The brand reports that its business operations will be simplified and that it aims to move faster towards a more consumer-driven business model. This also means that lead times will be shortened and the brand's product range will be reviewed.

“G-Star has a strong brand identity and a clear vision for the future. By simplifying our organisation and strengthening our focus, we are building a more agile company that can better serve our customers and achieve sustainable growth,” said Rob Schilder, CEO of G-Star.

The changes within the company are designed to reduce complexity and enhance collaboration and efficiency. These adjustments will result in the elimination of 75 positions at G-Star. “We are aware of the significant impact on the colleagues involved and have carefully developed a comprehensive social plan to support employees during this transition,” said CEO Rob Schilder in the statement.

Restructuring at G-Star

G-Star recently showcased the first collection from new creative directors Rushemy Botter and Lisi Herrebrugh. This took place at the head office in Amsterdam. A new store concept was also introduced shortly before that. Today's press release states that G-Star's DNA remains unchanged: denim innovation, craftsmanship and sustainability.

In 2023, G-Star sold a majority stake to the US company WHP Global. The Dutch denim brand is currently still part of the US group's portfolio.

This article was translated to English using an AI tool.

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