Within the framework of its international expansion process, Fashion Box – the leading company in the premium denim segment – has signed a joint venture agreement with Fashion Company for the distribution of the Replay brand’s apparel, footwear, and accessories for men, women, and children in certain East European markets.

The joint venture agreement signed by the two players, in which Fashion Box remains the majority shareholder, will take effect as from the Autumn Winter 2019 season. It will promote the development of the Replay brand in Bosnia and Herzegovina, Serbia (including Kosovo), Macedonia, Montenegro and Romania both by opening 8 mono-brand retail stores by 2021, and by developing the wholesale channel.

The brand’s relationship with Fashion Company is a long-standing and consolidated one, thanks to a distribution partnership already in place for over twenty years for the Serbian, Macedonian and Montenegrin markets. In 2018 they inaugurated the first 120-m² Replay mono-brand store in Romania at the AFI Cotroceni Shopping Mall in Bucharest, and a second 153-m² store will be soon opened at the prestigious ParkLake Shopping Center, also in the Romanian capital.

Matteo Sinigaglia, CEO of Fashion Box SpA comments: “This Joint Venture strengthens an already consolidated 20-year partnership with Fashion Company and I am confident that this cooperation will allow us to build upon the fantastic work that Fashion Company has conducted in Serbia, Macedonia, and Montenegro and also develop Replay’s presence in other strategic markets such as Romania”.

Milija Babović, Owner and President of Fashion Company Group: “Multi-year partnership with Fashion Box has grown beyond business boundaries. We represent a kind of fashion family, so this step was a logical continuation. We look forward to empowering our relationship and to jointly conquer new markets.”

Fashion Box S.p.A

Established in 1981, Fashion Box S.p.A. is a global leader in the denim segment. The Italian group, based in Asolo, Treviso, creates, promotes and distributes casual wear, accessories, and footwear for men, women, and children with the brands REPLAY, REPLAY&SONS and WE ARE REPLAY. Currently, Fashion Box is present in all European markets, as well as in the Middle East, Asia, Latin America and Africa, for a total of over 50 countries. The wholesale distribution network comprises 4,000 retail outlets, plus 105 mono-brand stores and a total of 125 between retail corners and stores within stores. Exports account for 85% of turnover.

Fashion company

Fashion Company is the largest retail company in the region of Southeast Europe that deals with fashion and fashion retail and wholesale with over 80 retail outlets in Serbia and the region (Montenegro, Macedonia, Croatia). Brands that Fashion Company represents belong to the class of world-famous modern urban brands such as Diesel, Levi’s, Tommy Hilfiger, Calvin Klein, Scotch & Soda, Replay, Timberland, Camper, Manila Grace, Cesare Paciotti, Bata, Liu Jo, Guess, Mango, Desigual, Inuikii, Mou, Paciotti 4US, Maison Scotch, UGG, Colors of California, Saucony Originals and many others. The specificity of the business of Fashion Company is the offer of a wide range of clothing, footwear and accessories, mature retail, famous world brands and geographically different but always premium locations on which it operates.