Replay is preparing to open up to three new full-price stores and two outlets in Australia before the end of the year.
Brand Collective GM Alastair Davies said the denim brand is focusing on wholesale as a key strategic pillar for growth. Davies confirmed retail locations will be limited and targeted.
“We are premium and need to make sure we're in the right malls with the right adjacencies, in conjunction with continuing to build the brand and recognition,” he said. “Where we open stores is where we see success - to justify opening the next store.
“For the duration of the license agreement - which we're hoping to renew in the next year - we would like to open one to two per annum, unlike being quite aggressive. It's new and this is an opportunity to start from zero.”
Replay currently has one store in Chadstone, Melbourne, and another in Sylvia Park in Auckland, New Zealand. Replay has around 20-25 wholesale partners across Australia and New Zealand.
“This is obviously a key strategic pillar for us because it allows us to build a brand at a grassroots level, where can then expand the offering over time,” Davies said. “So we want to support our independence, and then expand our relationship with David Jones.”
In David Jones, Replay is sold in city locations in Brisbane, Sydney, Melbourne, Perth, and Newmarket, New Zealand.
Brand Collective also owns and operates the Replay eCommerce store across Australia and New Zealand, with a localised database, seasonal product offering and marketing.
“A key focus for us is building that infrastructure and that messaging and that consumer base - it's something we'll continue to do so in conjunction with our own bricks and mortar stores.
“As you know, post-COVID, people are back in malls, the target and strategic approach is there. Parallel to that is the wholesale business.”
Davies said the approach in the near future will be commercial and measured.
“We want to make the right decisions, the right lease agreements, choose the right partners, and just build on the opportunity that the brand has in the market.
“But we just have to do it in a very targeted and commercial way to make sure we're not being too aggressive and making the wrong decisions.
“As brand equity and brand recognition increase, then off the back of that from a commercial point of view, we can be more aggressive from a store point of view, increase wholesale account base, sign new marketing campaigns, etcetera.”