News
Retail
Apr 24, 2025
G-STAR: Building International Growth
G-STAR has grown into a major player in just a few decades. With over 5,000 points of sale worldwide, the denim brand is making serious strides beyond Dutch borders. But international retail comes with its own unique set of challenges. So how does G-STAR tackle them?
300 stores
Active in 60+ countries
international expansion
How G-STAR Became a Global Player
Innovative, artisanal, and always with a raw edge. Much of the world has now become familiar with the clothing of the quintessentially Dutch brand G-STAR. Since its founding in 1989, the denim label has become a household name, with around 300 G-STAR stores in more than 60 countries today. Yet the brand’s mission has remained essentially unchanged: "creating the future of denim."
“We’ve been fully dedicated to denim from the very beginning—material, craftsmanship, and culture alike,” says Chief Brand Officer Gwenda van Vliet. “G-STAR continues to be a progressive innovator in design, marketing campaigns, collaborations, and sustainability.”
The brand has often captured the public’s attention through high-profile collaborations with global icons like Pharrell Williams and Snoop Dogg. It also made headlines with a collection crafted from recycled ocean plastic and has been actively investing in sustainability initiatives. One of its key commitments is to fully switch to biodegradable materials by 2030.
Consistency Across Borders
The brand’s international expansion has been significant, with 25 new stores opened last year alone—nearly two-thirds of which were in France. The growth is set to continue, with over 20 new openings planned for the coming year.
“After a period focused on stability and strengthening key markets, we’re now ready to expand further into regions like Southern Europe, Japan, and even Australia,” Gwenda shares.
Despite operating in such a wide variety of countries and markets, each with its own unique dynamics, G-STAR remains committed to its core brand identity. The company places high value on delivering a consistent look and feel in every location.
“We use one store concept as a blueprint, which we roll out globally and adapt locally,” explains Gwenda. “Every store features a central denim wall, and we source our furnishings from the same supplier, ensuring G-STAR maintains a unified appearance worldwide.”
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From handling permit applications and construction to final delivery and pre-opening prep—Bulsink takes care of everything.
- Gwenda van Vliet, Chief Brand Officer G-STAR
The Real Challenge
The greater challenge in international retail, however, lies in the pre-construction phase. Operating abroad means dealing with local customs, regulations, and bureaucratic hurdles—such as obtaining the right permits, submitting paperwork to local authorities, and complying with fire safety and security checks.
It’s no walk in the park. In France, for example, a building permit can easily take up to four months to be approved, depending on the project's complexity and location. It’s a reminder that international construction can be both complex and time-consuming.
That’s one of the reasons G-STAR decided to bring on board a construction partner with international experience. Since 2022, the Dutch general contractor Bulsink has supported the denim brand through every phase of foreign retail development.
“From handling permit applications and construction to final delivery and pre-opening prep—Bulsink takes care of everything,” says Gwenda.
general contractor
From A to Z
As a full-service contractor, Bulsink has earned its reputation through the construction and renovation of stores, offices, and hotels both in the Netherlands and abroad. The company manages projects from A to Z, and has already completed concepts for brands like Rituals and Basic-Fit. Currently, it is also leading sustainability upgrades for many Odido stores.
“For G-STAR, we’re the go-to partner for every construction-related challenge,” says account manager Jessie van der Steen. “Whether it’s relocating a store, handling minor rebranding efforts, or building a brand-new location from scratch, our approach is always the same: we take the burden off the client’s shoulders.”
The pre-construction phase can present all kinds of complexities—lengthy regulatory documents, unclear submission requirements, and more.
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There are many elements to consider to keep the construction process smooth and efficient. By taking the lead, we align all activities as seamlessly as possible.
- Jessie van der Steen, Account Manager Bulsink
On-site, additional factors come into play. Many G-STAR stores are located in shopping centers, where close coordination with mall management is key.
“There are many elements to consider to keep the construction process smooth and efficient. Sometimes, work needs to happen at night,” explains Jessie. “We manage that. We also handle all contact with preferred suppliers, such as interior furnishing vendors. By taking the lead, we align all activities as seamlessly as possible. In that way, we also play a coordinating role.”
Local Expertise
As the central hub in this process, Bulsink benefits greatly from its offices in Germany and France, offering crucial local knowledge and presence. That’s a major advantage, says Jessie. “As a Dutch company, there are just some things you can’t move as quickly in other countries.”
“Our French project manager, for example, knows the language, culture, and procedures like the back of her hand. She manages communication with local stakeholders, coordinates directly with G-STAR, and supervises the entire process up to the handover. That saves not only a lot of travel time but also a fair share of headaches—allowing G-STAR to focus on multiple projects, simultaneously and around the globe.”
