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Sandra Halliday Published
December 7, 2025
Casualwear brand Replay has opened its latest store and laid out its plans for global expansion. The new location is its first store in New Zealand, at Sylvia Park Shopping Centre, Auckland. The 80 sq m site “marks a crucial moment for the Italian denim specialist and its global expansion plans, with Replay now possessing a standalone retail presence in every continent”.
It focuses on “authenticity and unpretentious luxury, conveyed through the use of materials with an industrial flavour such as hardwood and iron”. It features the brand’s natural green panel and carries Replay's clothing, footwear and men's and women's accessories collections, as well as the tailor-made line ‘Sartoriale’.
New Zealand is a significant market for the label, especially given its four-year deal as official formalwear partner and denim partner of its famous rugby team, the All Blacks.
The label has actually seen 22 openings in key international destinations since the start of 2025, and now has its sights set on a further 10 locations worldwide in 2025, including Asia, Africa and North America.
Exports currently account for 92% of the firm’s total turnover so the motivation for its global expansion is clear. In the past few years, it has opened new stores in Dubai, South Africa, Singapore, Egypt, Hungary, Serbia and Australia.
Matteo Sinigaglia, CEO of owner Fashion Box SpA, said: “We are very satisfied with how our distribution expansion plan is progressing, as we are focusing on developing new markets as well as strengthening existing ones, so as to be able to grow in a healthy and organic way. Today we are present in all continents and we are working to increase and spread our presence in areas of major interest”.