G-Star Raw Quietly Restructuring and Building Ambitions
Since being acquired by WHP Global last September, G-Star Raw has been working on a new chapter for the brand. Despite little fanfare, the Dutch denim label, under the leadership of CEO Rob Schilder, is slowly but surely making strides.
The company recently appointed Santiago Cucci as its Chief Growth Officer, a move announced by Rob Schilder on social media. Speaking about the appointment, Schilder stated, “An important role to help G-Star Raw achieve the sales growth we are targeting for the coming years.”
“I am delighted to welcome Santiago Cucci as our new Chief Growth Officer. An important role to help G-Star Raw achieve the sales growth we are targeting for the coming years,’ sais Rob Schilder, G-Star CEO. “With management experience at Quiksilver, Tommy Hilfiger, and, most recently, ten years at Levi’s, we are confident that he has the expertise and knowledge to support this accelerated growth phase we have entered with our new strategic partner WHP Global.””
Cucci, with a background at Quiksilver, Tommy Hilfiger, and most recently Levi’s, brings a wealth of knowledge to the role. Prior to joining G-Star Raw, he served as vice president at Levi Strauss for Southern Europe and later as managing director of Dockers.
With a focus on denim expertise and an international perspective, Cucci joins the team as G-Star Raw embarks on a revitalization program. Efforts have been made to revive partnerships and attract new franchisees, particularly in the French market. Several franchise shops have already reopened in key locations, signaling the brand’s ambitions under new ownership by WHP Global.