Italian denim label Replay has entered into a partnership agreement with Australian clothing and sports company PAS Group for the distribution of its products in Australia and New Zealand. As part of the signed distribution agreement, a multi-channel approach is being pursued that includes the retail, wholesale and online trade channels.
In this way, Replay wants to open up the Australian and New Zealand markets and, as a first step, will open the Australian online shop replayjeans.com.au on March 14th. After that, a Replay flagship store is scheduled to open in Melbourne on March 31st.
First an online shop, then a flagship store
“I am very excited about expanding our network to include Australia and New Zealand. We are proud to work with PAS Group, characterized by their passion and determination. I am sure that together we will expand Replay’s presence in these strategic markets,” commented Matteo Sinigaglia, Managing Director of Fashion Box SpA, which owns the brands Replay, Replay&Sons and We Are Replay, in a press release.
“This is a fantastic new partnership for PAS and we are very excited to launch Replay in the Australian and New Zealand markets in Q1 2022. We see this as a great opportunity for the brand with its Italian-style product range and strong sustainability message,” said Eric Morris, CEO of PAS Group, who sees the brand as an ideal addition to the group’s portfolio.
With the expansion project in Australia and New Zealand, global sports sponsorship is also complemented by local ambassadors such as former US basketball champion Corey Williams.
“Founded in 1981, the Replay brand is also distinguished by its high-profile, global sponsorship partnerships. Among them are the teams All Blacks, Paris Saint-Germain and Ajax Amsterdam as well as ambassadors Neymar Jr. and legendary sprinter Usain Bolt. Replay is considered the benchmark for denim products for men and women and is loved by celebrities around the world including Adrian Brody, Alessandra Ambrosio, Irina Shayk and Joan Smalls,” added Morris.
Replay released a second capsule collection with the Stuttgart fashion retailer Breuninger in October last year and can look back on a good year overall. In an interview with FashionUnited, Sinigaglia talked about his expectations for the financial year.