Replay
Fashion Box · Italy
Replay is an Italian denim and casual wear brand created in 1981 by Claudio Buziol and owned by Fashion Box, based in Asolo near Treviso. Since 2010 Fashion Box has been majority controlled by Equibox, the holding of Matteo and Massimo Sinigaglia, and Replay is sold in more than 50 countries.
| Founded | 1981, Italy |
|---|---|
| Founder | Claudio Buziol |
| Owner | Fashion Box S.p.A. |
| Majority shareholder | Equibox Holding (Sinigaglia family, since 2010) |
| Headquarters | Asolo, Italy |
| Segment | Premium denim and casual wear |
| Website | replayjeans.com |
What is Replay?
Replay is the main brand of Fashion Box S.p.A., an Italian company that designs, promotes and distributes casual wear, accessories and footwear. It is headquartered in Asolo, in the province of Treviso, and offers denim and casual collections for men, women and children.
History
Fashion Box was established in 1981, the year the Replay brand was created under the direction of founder Claudio Buziol. The company built a large international wholesale and retail network in the following decades. In January 2010 Equibox Holding, controlled by brothers Matteo and Massimo Sinigaglia, who were already partners in the footwear business, acquired a 60 per cent stake in Fashion Box, with the Buziol family retaining a minority. At the time the group reported sales of 305 million euros for 2008 and said headquarters and operations would remain in Asolo.
Products and positioning
Replay positions itself in premium casual wear, with denim at the core. The group's brands have included Replay, Replay and Sons for children and We Are Replay, while eyewear and fragrance are produced by licensees. Stretch denim lines such as Hyperflex have become a central part of its jeans offer.
Business model and distribution
Replay relies heavily on exports, which accounted for around 85 per cent of turnover according to company information. Around 2010 it sold through about 5,000 points of sale and more than 200 single-brand stores in Europe, the Middle East, Asia, the Americas and Africa, and it also runs e-commerce in key markets.
Why it matters
Replay is one of the Italian brands that helped turn jeans into a premium fashion product in the 1980s and 1990s, alongside labels such as Diesel. Its wholesale-heavy model makes it a reference for multi-market distribution in European denim.
Frequently asked questions
Who owns Replay?
Replay belongs to Fashion Box S.p.A. of Asolo, Italy. Since 2010 Fashion Box has been majority owned by Equibox Holding, controlled by Matteo and Massimo Sinigaglia, with the founding Buziol family holding a minority stake at the time of the deal.
Is Replay an Italian brand?
Yes. Replay was created in 1981 and is designed and managed by Fashion Box in Asolo, in the Veneto region of northern Italy.