Dec. 14 – Fashion Box, owner of the Replay brand, has signed two new distribution agreements for the Middle East and Russia. Fitra, part of the Chalhoub Group, from Spring/Summer 2013 will manage the distribution of the Replay brand in the UAE, Bahrain, Saudi Arabia, Kuwait, Qatar, Syria, Jordan and Iran. “The distribution agreements signed for Middle Eastern and Russian markets are the proof that Fashion Box continues to focus on its internationalization strategy.
It relies on a prestigious brand and a product that is consistent in terms of content and innovative values,” said Matteo Sinigaglia , Fashion Box’s CEO. The plan is to open, by 2017, 13 new Replay flagship stores, which will be added to the 5 already opened with the previous distributor in Saudi Arabia, and now taken over by Fitra.
This retail development will be accompanied also by a stronger wholesale activity that involves the insertion of Replay in some department stores in the Middle East. Fashion Box, the jeans wear company to which Replay, Replay & Sons and We Are Replay Red belong, continues to invest in internationalization, which already in 2011 accounted for 85% of the total turnover. The second agreement, which includes Replay’s clothing, footwear and accessories, We Are Replay and Replay & Sons, was signed with The Star Denim Project for distribution in Russia, Kazakhstan, Ukraine, Armenia, Belarus, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan. The contract will last for three years with an option to renew it for a further two; it will provide, by the end of 2015, the opening of 18 new flagship stores in the region. Today, Fashion Box is present in Russia with five freestanding stores in the city of Moscow, Krasnodar, Rostov On Don, Novorossiysk and Sochi, while in Ukraine with a single brand in Odessa. The overall objective, said the company in a statement, is to reach 27 flagship stores by the end of 2015.
