The European Commission has approved the takeover of Dutch denim company G-Star by American company WHP Investments, saying the deal would not raise competition concerns.

The transaction would not impact on competition on the high street “given the companies limited market positions” which would result from the sale, the commission said in a statement. 

The transaction, involving a majority stake, was approved under Brussels’ simplified merger review rules. 

G-Star focuses on the design, manufacturing and distribution of clothing, footwear and accessories and agreed to be bought by WHP in early September. WHP owns a string of high street brands including Bonobos, Isaac Misrahi and Toys R Us.  

G-Star’s marketing and product development functions as well as the wholesale, retail and e-commerce distribution will remain in Amsterdam, where the company was founded in 1989. Financial details were not disclosed.

G-Star products are sold in more than 6,000 outlets worldwide and at 250 of its own brand shops, including 25 in the Netherlands.