Global denim brand Replay has just opened its first flagship store in Brazil, Sao Paolo, along the central shopping street Rua Oscar Freire. The new Replay store measures 220 sq. meters and is located near a newly opened showroom of the same size.

Once again designed by Studio 10, as the other flagships of the brand, the store welcomes its visitors with a 10-meter high garden wall in the shop window’s background and interiors characterized by iconic elements of the brand such as, for instance, black iron, chestnut wood, raw concrete, and leather.

Replay Asia


Replay's Matteo Sinigaglia: "We want to open 150 monobrand stores till 2022.”

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Replay is not only focusing on expanding in Brazil but also has significant expectations to grow in Greater China where, thanks to the joint venture they signed with Belle International in 2016 and their acquisition of a 30% quota, they expect to open 150 monobrand stores until 2022, first in tier1 cities to be followed by tier2 locations in a second phase.

Matteo Sinigaglia, CEO, Fashion Box, commented: “I am sure about the success of our development plan to grow in Greater China - as we have already tested the strength of our brand and products in this market. Moreover, our partner is certainly the strongest player in retail for both the over 20,000 stores it is managing, for its own brands and the major international sportswear brands they work with.”

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By the end of 2017, they aim to start a distribution agreement also in the US where they want to expand through a multichannel strategy and operate through wholesale dealers, e-commerce and by opening flagships in key cities including New York, Miami, and Los Angeles.

Matteo Sinigaglia also commented: “Today the brand has reached its turnaround and expects to reach black figures again by end 2017. Our aim is to continue our organic and constant growth in all market areas.”  

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