Ever since its purchase by WHP Global last September, G-Star Raw was predicted to bring in a fresh chapter for the Dutch denim brand. In spite of naming Burna Boy as its ambassador, there has been negligible fanfare surrounding its relaunch. However, under the sustained leadership of CEO Rob Schilder, the Amsterdam-based label is gradually regaining momentum and reorganizing its operations.
The company has employed an expert in blue denim. Rob Schilder declared on social media the selection of Santiago Cucci as Chief Growth Officer (CGO).
“I am delighted to welcome Santiago Cucci as our new Chief Growth Officer. This role is vital in helping G-Star Raw reach the sales growth we aspire for in the forthcoming years,” elucidated the CEO in a LinkedIn post.
“Having management experience at Quiksilver, Tommy Hilfiger, and most recently, 10 years at Levi’s, we are positive in his expertise and knowledge to sustain our increased growth phase with our novel strategic partner WHP Global.”
Before a short stint leading an expert sports club, Cucci worked at Levi Strauss. From 2013 to 2018, he worked as VP of the American denim giant for Southern Europe, and then moved to San Francisco to manage the American market. From 2020 to 2023, he was MD of Dockers, also under the Levi’s brand.
Apart from his denim expertise, Cucci brings a global perspective to G-Star, which is presently employing a planned expansion program. Lately, his teams have rejuvenated relationships with ancient partners and sought novel franchisees, mainly in the traditionally strong French market. Many franchise stores have reopened in major shopping centers like Lyon Confluence, Cap3000 in the Var, and Parly2 in the Paris region, stressing the goals of the new owner WHP Global.
