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G-Star RAW Creates Connected Global Workplace with Avaya Cloud Office

Solution enables seamless collaboration between staff across all global locations, while also reducing the burden on small and nimble IT team.

Utrecht, Netherlands – WEBWIRE

 G-Star RAW, one of the most renowned clothing brands in the world, has tapped Avaya to enable seamless collaboration between staff across all its global locations, while also reducing the burden on its small and nimble IT team.

Using Avaya Cloud Office® by RingCentral, G-Star has been able to equip its teams to easily handle the large number of calls they receive from customers, partners, investors, co-workers and other stakeholders – covering everything from payroll to return policies. The solution has also created cost-efficiencies over the legacy Avaya system that was previously in place.

“The quality of support we got – and still get – from Avaya is very well received. But the TCO for Avaya Cloud Office was less than what we were paying to run our legacy phone system,” said Edwin Blaak, IT Manager, G-Star.

“On top of that we retain the Avaya name. You know the system is going to be reliable and high-performing, and our teams are familiar with Avaya. Everything has a similar look and feel, which means less interruption during the workday trying to train and teach employees how to use a new system.”

The adoption of Avaya Cloud Office represents a key step in G-Star’s digital transformation plans. It enables employees to flexibly communicate anywhere, anytime, using any device to better serve customers, work more productively, and handle tasks from any device.

The solution has also eased the burden on G-Star’s IT team. Instead of spending large amounts of time administering disparate communications systems, the team can easily and centrally manage users and the way they consume the platform’s services. And because the solution is cloud-based, updates are delivered automatically.

“Previously we had to come in at midnight to manually perform upgrades. With Avaya Cloud Office everything is included, allowing us to focus on higher priority IT initiatives,” said Marco Warmerdam, Telecom Manager, G-Star.

Michiel Noordermeer, Managing Director – Benelux, Avaya, added: “We’re delighted that we were able to provide the additional flexibility G-Star required with Avaya Cloud Office. On all the metrics that count – increase worker productivity, user satisfaction, and total cost of ownership – the solution has very much delivered for G-Star. And with Avaya Cloud Office in place, the company is better placed to continue doing what it does best – pushing the boundaries of denim design!”

About G-Star RAW

Denim. It’s our passion. It’s in our blood. But we are not just another denim brand. We’re RAW. Since 1989, we have been pushing the boundaries of denim design, manifesting our own future of denim.

Hardcore Denim is the philosophy that pushes us to invent, explore and take craftsmanship to another level. Down to the smallest detail and with a strong belief that there is no limit to what denim can do. With innovation, sustainability and creativity at our core, we aim to bring pioneering styles and challenge industry standards, while constantly trying to improve our impact on people and planet.


About Avaya

Businesses are built by the experiences they provide, and every day millions of those experiences are delivered by Avaya. Avaya is shaping the future of customer experiences, with innovation and partnerships that deliver game-changing business benefits. Our communications solutions power immersive, personalized, and memorable customer experiences to help organizations achieve their strategic ambitions and desired outcomes. Together, we are committed to helping grow your business by delivering Experiences That Matter. Learn more at

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