Dutch denim giant G-Star has started the UK roll-out of a buying initiative for indies, whereby indie stockists commit to dedicating 60% of their store space to the brand in return for shopfit funding.
G-Star has inked a deal with Croydon menswear indie Yoke - set up by Ash Singadia, owner of menswear indie Rogue, which has two stores, in Bexleyheath, Kent, and Blackheath in south London - to launch the strategy.
G-Star product occupies 60% of the 2,000 sq ft Yoke store in the Whitgift shopping centre, with the rest allocated to brands including Cast Iron, Pretty Green and Emporio Armani EA7. G-Star provided Singadia with £20,000 - half of Yoke’s shopfit bill.
It is unclear whether G-Star will impose a minimum seasonal spend on indies, but Singadia, who as part of the deal must stock G-Star for the next three years, said he would spend an average of £60,000 per season on the brand.
The strategy is part of a wider expansion by G-Star, which has moved into countries including the US, Germany and Holland since September. It has 280 UK stockists and operates 22 franchise stores.
G-Star UK country manager Tom Duncan said the concept would be rolled out to more indies next year.
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