European designer denim brand Replay will open its first store in New Zealand this October, following a successful launch in Australia in April this year.
The new 100sqm store will open in NZ’s largest shopping centre, Sylvia Park, and will coincide with the launch of mirrored New Zealand ecommerce store.
Replay is managed in Australia and New Zealand by Brand Collective, which merged with The PAS Group this year.
“There is a significant opportunity ahead of us for Replay," Replay GM Antony Hampson said.
"The New Zealand consumer has a strong affinity for quality labels and with international and domestic tourism returning over recent months, we see a sizeable moment for Replay.
“This, in conjunction with the rise in luxury sales post-covid, provides an optimistic future for us.”
This is supported by recent studies indicating that the luxury fashion market rose to US$2.60bn in 2022, with an expected annual growth rate of 5.42% (CAGR) predicted from 2022-2027.
As part of the brand's transition, former Superdry womenswear buyer Joshua Chait will now lead the Replay buying team, with Matthew Iozzi adding the brand to his mandate as the marketing and PR manager for both Superdry and Replay across ANZ.
The new location comes as Replay opened its first Australian store in Chadstone, Melbourne in April, as well as launching an eCommerce site for Australia.
Global Replay CEO Matteo Sinigalgia said that the company is optimistic with its NZ venture.
“We are proud of supporting New Zealand on the world stage and to now be offering New Zealanders unprecedented access to the best in European styling,” Sinigalgia said.
The Replay brand harnesses high-profile sponsorships, including with the All-Blacks rugby team, as well as Paris Saint-Germain and Ajax Amsterdam football clubs, ambassadors Neymar Jr and sprinter Usain Bolt.
Founded in 1981, Replay has expanded into an all-rounder fashion retailer, offering accessories for men and women alike, in addition to a variety of jeans, jackets, sweaters, shirts, footwear, socks, and more.
The Italian brand is also continuing to be sustainable, and was amongst the first to utilise eco-friendly technologies along with natural pigments, recycled fabrics, and reduced water consumption into their production process.