Replay steps up pace of global retail expansion

By

Elena Passeri

Translated by
Nicola Mira

Published
May 27, 2022

Premium Italian denim label Replay is increasingly set on extending its global footprint. Its exports currently account for approximately 92% of total revenue, and between 2021 and 2022 it will have opened 22 new stores in strategic locations worldwide, from monobrand stores to retail corners and concessions.

In addition to the recent opening in Doha, where Replay inaugurated a 136 m2 store at the Vendôme Mall, the city’s new luxury shopping destination, the label has established a presence in Egypt, South Africa, Dubai, Hungary, Serbia, Russia, Singapore and Australia. In total, Replay has increased its retail area by 2,000 m2, in strategic locations across Europe, Asia Pacific, the Middle East and Africa.
 
“We were still short of a few regions to complete our global brand positioning: we managed to reach Australia, soon we will do the same in New Zealand, and we have boosted our presence in the Middle East, where we expect great results also thanks to the [football] World Cup next October,” said Matteo Sinigaglia, CEO of Replay’s parent company Fashion Box, speaking to FashionNetwork.com. “We want to be a global brand recognisable for its strong Italian identity. We try to improve both our products’ intrinsic value and the way we communicate with consumers. Denim is our core business, and we are intensely focused on innovation and materials quality, also in order to guarantee a high level of comfort,” he added.

Replay currently features a full wardrobe for men, women and children, including accessories and shoes, and the label is posting double-digit increases in all categories. “We will exceed €300 million this year, with double-digit growth. Our main markets are central and northern Europe and the Middle East, but Italy too is doing very well,” said Sinigaglia.
 
Fashion Box was founded in 1981, and is a world leader in the denim segment. It is based in Asolo, in the province of Treviso, and it designs, promotes and distributes casual wear, accessories and footwear for men, women and children with the Replay, Replay&Sons and We Are Replay brands. It is currently present in over 50 countries on all European markets, in the Middle East, Asia, Latin America and Africa. The group’s products are available at 4,000 multibrand retailers, 124 monobrand stores and 213 between retail corners and concessions. Exports account for 92% of total revenue.