Italian denim brand Replay partners with Reliance Brands

July 10, 2018 - India

Replay, Italian leader in the premium denim segment, has signed a major distribution partnership with Reliance Brands Ltd, part of the Reliance Industries Group, to enter India. Boosting its global expansion, agreement signed with Reliance Brands for the distribution of Replay apparel, footwear and accessories will start with Spring/Summer 2019 collection.

Under the terms of the agreement, Reliance Brands will have the exclusive distribution rights to the Replay brand in the country. The first two flagship stores are targeted to open in Delhi and Mumbai in 2019.

Replay is known for its innovative flair, characteristic Italian design and the superb quality of its denim. Now numbering 121 mono-brand stores and 131 shop-in-shops internationally, the innovative design of Replay stores expresses the products’ authenticity and its unconventional brand image.

"In the brand’s ongoing internationalisation process, India represents a strategic country, and joining forces with Reliance Brands Limited, leader in the fashion and casual wear segments, will allow to implement our presence in the Indian market with a premium positioning.  I am very excited to start our cooperation: indeed, the first flagship store in Delhi is scheduled to open next year," Matteo Sinigaglia, CEO of Fashion Box SpA, said.

"Denim is the most versatile garment, it’s a way of life and Replay has been a synonym for the highest standards in the denim sector for more than 30 years now. Our young population, well travelled consumers and increased purchasing power are perfect catalysts for Replay’s growth in India. Reliance Brands is proud to be associated with a brand which is making this world a cooler place," Darshan Mehta, president & CEO, Reliance Brands Limited, said. (RR)