G-star recruits Santiago Cucci, former head of Levi Strauss group

Its takeover last September by the WHP Global group was supposed to mark a new beginning for the emblematic Dutch denim brand. While G-Star Raw has announced artist Burna Boy as its ambassador, there is still little buzz around its relaunch. However, the Amsterdam-based label, still led by its CEO Rob Schilder, is quietly getting back to business and structuring itself.

The company has recruited a specialist in blue denim. Rob Schilder announced on social media the appointment of Santiago Cucci as Chief Growth Officer.

“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,’ explained the CEO in a post on the professional social network Linkedin.

“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”.

Before a complex interlude of a few months at the head of a professional sports club, Cucci worked for the Levi Strauss group. From 2013 to 2018, he was vice-president of the American denim giant for Southern Europe, before moving to San Francisco to head up the American market. Then, from 2020 to 2023, he was managing director of Dockers, which also belongs to Levis&Co.

In addition to his experience of denim, the executive brings an international vision to G-Star, which has embarked on a redeployment programme. In recent months, his teams have re-launched the brand’s long-standing partners and canvassed for new franchisees, particularly on the French market, which has historically been a strong asset. Several franchise shops have reopened in major shopping centres such as Lyon Confluence, Cap3000 in the Var and Parly2 in the Paris region. A clear indication of the ambitions of new owner WHP Global.