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G-Star takes over Swedish franchise

G-Star is taking over its Swedish franchise partner Global Retail Sweden, comprising 17 stores in the country.

The takeover process began earlier this week. The stores will be led by a G-Star team based in Stockholm after it completes.

The brand planted a flag in Sweden in 1998. It plans to use the takeover to engage with its Swedish consumers more closely.

The company added that it is “increasing [its] focus on controlled space in order to transform into a direct retail organisation”.

G-Star UK and Scandinavia general manager Mary Doumtsi said: “The Swedish market is a very important market for us. We want to increase our focus on our loyal customers and deliver a best in class experience.

“In order to adapt to an ever-changing environment where we can continually welcome new customers to our brand, taking ownership of our stores plays a pivotal role.”

G-Star was founded in Amsterdam in 1989. It operates more than 6,500 points of sale in 63 countries worldwide.

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