Global brand management firm WHP Global has announced its intention to acquire a majority interest in the renowned denim brand, G-Star Raw. This strategic move signifies WHP Global’s commitment to expanding its brand portfolio and marks a significant development in the world of fashion and brand management.

Under the terms of this agreement, the existing G-Star shareholders, including the brand’s founder, Jos van Tilburg, will retain a stake in the company. While specific financial details of the transaction have not been disclosed, it is expected to be finalized in the fourth quarter of 2023.

Jos van Tilburg, the founder of G-Star, expressed his enthusiasm for this partnership, highlighting that WHP Global is the ideal strategic and financial partner for facilitating global growth and ensuring the brand’s sustainability over the coming decades. He emphasized that this collaboration will allow G-Star Raw to maintain its signature product offerings, support its dedicated teams, and continue to work closely with loyal business partners.

The current leadership team of G-Star Raw, led by CEO Rob Schilder, will remain in charge of key brand functions, including marketing, product development, wholesale, retail, and e-commerce distribution. They will continue to operate from the brand’s headquarters in Amsterdam, where G-Star Raw was originally founded in 1989.

G-Star Raw has undergone a successful transition towards becoming an online-first company in recent years. This new partnership with WHP Global is expected to leverage the latter’s expertise to further accelerate G-Star’s global expansion efforts. This includes strengthening the brand’s presence in the United States, exploring new international markets, and potentially expanding into additional product categories.

With the addition of G-Star Raw to its portfolio, WHP Global now oversees a collective of brands generating more than USD $7 billion in retail sales. This acquisition aligns with WHP Global’s overarching strategy of brand expansion and diversification. Among its notable brand holdings are Anne Klein, Joseph Abboud, Joe Jeans, Bonobos, Inc. (acquired from Walmart), and a majority interest in fashion apparel retailer Express.