Fashion Box, the Italian premium denim company and parent of the Replay brand, has just started a major strategic distribution partnership in India with Reliance Brands Limited. The agreement will focus on the distribution of Replay apparel, footwear and accessories and it will start with s/s 2019.

 

Reliance Brands Limited is part of the Reliance Industries Group. The company began operations in 2007 with a mandate to launch and build international and domestic brand equity in the premium to luxury segment across apparel, footwear and lifestyle business. Its current portfolio of brand partnerships includes Bally, Brooks Brothers, DC, Diesel, Dune, Ermenegildo Zegna, Gas, Hamleys, Hunkemoller, Iconix, Juicy Couture, Kate Spade, Muji, Paul & Shark, Quiksilver, Roxy, Steve Madden, Superdry, Scotch & Soda and Thomas Pink. The company today operates 280 monobrand stores and 170 shop-in-shops.

 

The agreement with Replay will develop through a multichannel distribution strategy, including retail with direct operated stores in the most strategic malls, shop-in-shops inside Reliance’s or third-party wholesale outlets and e-commerce with key players in India. The first two flagship stores will open in Delhi and Mumbai within the first half of 2019.

 

Repay touch jeans
Photo: Replay
Repay touch jeans

Matteo Sinigaglia, CEO of Fashion Box SpA, commented: “In the brand’s ongoing internationalization process, India represents a strategic country, and joining forces with Reliance Brands Limited, leader in the fashion and casualwear segments, will allow us to implement our presence in the Indian market with a premium positioning. I am very excited to start our cooperation.”

 

Replay has set ambitious goals as it expects to open about 20 operational doors between monobrand and shop-in-shops in key cities of the country within the next five years. Alongside retail openings the plan will also develop through selected e-commerce platforms.




The strategy will not include the launch of a specific collection aimed at Indian consumers, nor it will offer Made in India products. “Our partner believes that Indian consumers especially appreciate the long time establishment and authenticity of the Replay brand,” commented Sinigaglia. “Its strong DNA and recognizable heritage alongside a significant and constant ability for product innovation are among the winning elements that pushed our partner to invest in the brand.”

 

“Replay’s positioning in India will be premium, therefore the same one it is already recognized for within the European market” continues Sinigaglia underlining that the joint distribution plan will concentrate on keeping a high-quality distribution level.

 

Moreover, expanding in India is strategically very important for its 1.3 billion inhabitants. In fact, the country counts the highest young population worldwide, therefore the potential of growth there is very high.

 
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