G-Star Raw Footwear Strengthens North American Presence

G-Star Raw Footwear is targeting the North American market.

The brand’s global licensee for footwear, Overland Shoes Limited, has announced a new distribution partnership with Contest Footwear Group LLC, to advance operations in the United States and Canada.

“The new infrastructure will vastly improve the timeliness and quality of operations within our corporation and will in turn continue to improve relations with our retailers and partners,” Michael Clark, president and COO of Contest Footwear Group, said in a statement.

The brand is also planning to revise its pricing structure, increase marketing initiatives and highlight footwear collections at G-Star Raw apparel stores to grow the business.

G-Star Raw Footwear’s North American headquarters will be based in New York and show at Project New York/Las Vegas, FFANY and Compass though 2012.

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