European designer denim brand REPLAY is bringing its iconic high-quality styles to New Zealand this November with the debut of its first store in the country, following a successful Australian launch in April this year.
With a 40-year heritage steeped in denim and sustainable fashion, the Italian brand was amongst the first to integrate eco-friendly technologies along with natural pigments, recycled fabrics, and reduced water consumption into their production process.
At the core of REPLAY'S ongoing success is the philosophy that denim is more than a piece of clothing but an expression of one's identity.
The brand, which operates under the Brand Collective umbrella (home to iconic brands such as Clarks, Mossimo, Review and Shoes+Sox), will sit within the existing team helmed by Antony Hampson, General Manager of Superdry and now Replay in Australia and New Zealand.
As part of the brand's transition, former Superdry womenswear buyer Joshua Chait will now oversee 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 Australia and New Zealand.
According to Hampson, there is a significant opportunity ahead for Replay.
"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 backed by recent studies that forecast the luxury fashion market to rise to US$2.6 billion in 2022, with an annual growth rate of 5.42 percent (CAGR) from 2022-2027.
After entering the Australian market in April, with the launch of both e-commerce and brick-and-mortar with the unveiling of Replay Chadstone, the brand set its sights on New Zealand.
Set to open its doors in October, the new 100 square metre store will be located in Auckland's premier shopping centre, Sylvia Park, coinciding with the launch of mirrored New Zealand e-commerce store.
"REPLAY is happy to finally be coming to Aotearoa," said Matteo Sinigalgia, CEO of Global Replay. "We are proud to support New Zealand on the world stage and now offer New Zealanders unprecedented access to the best in European styling."
The brand is a staple favourite of celebrities and hosts high-profile sponsorships, from the All Blacks rugby team to the Paris Saint-Germain and Ajax Amsterdam football clubs, ambassadors Neymar Jr and legendary athlete Usain Bolt. In line with the brand's ethical ideals, items are not built to last through the latest season but a lifetime.
