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Nicola Mira
Jun 14, 2017
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Replay targets 10% growth and South America expansion in 2017

Translated by
Nicola Mira
Jun 14, 2017

Replay is clear about its intention to expand in 2017. The Italian denim label is forecasting strong growth in South America this year, where it plans to open new stores in Brazil, Argentina, Paraguay, Uruguay and Colombia. They are to be followed by more openings in Chile and Mexico in 2018, adding to the approximately 200 shops the label is currently operating, between directly owned or franchised monobrand stores and concessions.

Matteo Sinigaglia, CEO of Fashion Box S.p.A. - Replay

"To begin with, we look for a qualitative market entry, opening one store in each of the countries. This will be followed by more aggressive expansion in Brazil, where we already have a 160 m2 store in São Paulo, and where our target is 30 openings in four years, said Matteo Sinigaglia, CEO of Fashion Box, the parent company of Replay. The lay-out for the new stores will be characterised by more space, with a strong focus on denim."

In Europe, the brand is expected to open more stores from 2018. Germany is currently its largest market, accounting for 27% of Replay's business, followed by Scandinavia and Italy, where Replay claims to have increased sales by 30% last year.

Replay's booth at Pitti Uomo 92 - DR

"Last year, our revenue was €227 million and our EBITDA was positive. In 2017 we are targeting 10% growth, added Sinigaglia. We are reaping the fruits of the work we did in the last three years, concentrating on our denim range, with a focus on fabrics and tailoring innovations. And womenswear, which currently accounts for 35% of sales, has begun to grow faster than menswear."

At the same time, Replay is trying to develop a multi-channel model. It is thinking about more personalised services in-store, and intends to grow the online business, currently worth 3% of total sales, up to a 15% share.

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