The Challenge.

G-Star RAW needed to evolve its retail experience without losing the identity that defines the brand. The challenge was to connect stores and ecommerce more effectively, give teams better tools, and support global operations without turning the brand into a generic omnichannel setup.

Built around better tools for the store team.

For G-Star, the store experience depends on what teams can do in the moment. With EVA, online and offline commerce came together in one flexible environment. Mobile-first tools, RFID-enabled store operations, and direct access to product, customer, and inventory data gave associates the ability to assist customers better, sell beyond store inventory, and work more efficiently across locations.

Tap to Pay on iPhone added another layer of flexibility, making it easier to complete transactions anywhere in store without depending on fixed checkout points.

One platform for connected global retail.

What changed was not just the customer journey, but the model behind it. Stores and digital touchpoints became part of the same commerce environment, making it easier to support more consistent experiences across markets and channels.

The result

G-Star gained a commerce foundation that strengthened both customer experience and store performance. Teams were better equipped to serve customers, operations became more connected, and the brand gained the flexibility to scale globally while staying true to its design-driven identity.