Challenge
G-Star RAW sought to evolve its retail experience while staying true to its legacy of craftsmanship and innovation. As customer expectations shifted toward seamless omnichannel journeys, the brand needed a way to better connect in-store and digital touchpoints, empower store associates, and support global operations—without losing the authenticity and design-driven identity that defines G-Star.
Solution
New Black delivered a unified commerce foundation that brought together G-Star’s online and offline environments into a single, flexible platform. Through mobile-first store tools, contextual data access, and commerce-as-a-service capabilities, store associates were enabled to sell beyond the physical store, assist customers more personally, and operate with greater efficiency across locations.
Result
The result was a more connected, future-proof retail experience that strengthened both customer engagement and in-store performance. G-Star RAW gained greater agility to scale globally, empowered its teams with intuitive tools, and delivered a consistent, premium brand experience—successfully balancing heritage craftsmanship with modern commerce innovation.
