PAS Group signed an exclusive deal with Replay owner Fashion Box Group to launch the brand in Australia and New Zealand last August. And the comfort factor is just one of the reasons Morris made the deal.
Another is the brand’s strong track record of sustainable manufacturing, which he says will resonate with local shoppers. Replay was an early adopter of natural pigments, recycled fabrics and water saving techniques.
“95% of the product line is sustainable. There aren’t many brands that can actually say that,” Morris said. “The mix when you look at this element with the current Italian style, it’s just phenomenal.”
PAS Group has already launched local marketing campaigns emphasizing Replay’s environmental credentials, with messages such as: sustainability has never looked so good.
This is in addition to the marketing the brand does globally, which includes sponsorship of the All Blacks and big football clubs, such as Paris Saint-Germain, Ajax and Atalanta, and the signing of Neymar Neymar Jr and Usain Bolt as ambassadors.
“They really do a lot from a marketing perspective,” Morris said, noting that the brand is also sponsoring the Monte Carlo Masters tennis tournament this year.
“They are doing future collaborations with musical artists. We are also talking about big names here,” he said.
PAS Group is in the final stages of securing a site for the first Replay store in New Zealand and is actively seeking store locations in Sydney.
He also signed a deal with David Jones to wholesale Replay jeans from five stores, with plans to expand to 10 stores next season, and launched a local e-commerce site.
New brands, new stores
Replay is just the first of several new brands PAS Group plans to launch in Australia and New Zealand, following the appointment of former Tigerlily and Crumpler CEO Adam Wilkinson to lead new business the last year.
The growth mandate comes directly from PAS Group’s new owner, Larry Kestelman, who acquired the company out of administration through his private equity arm Queens Lane Capital in 2020.
“With Larry, it’s all about growth, constant growth. And I think that’s what you need these days,” Morris said. “We have to keep moving forward. New brands, new stores, new opportunities, new licenses. It happens all the time.
PAS Group currently has a portfolio of over 15 brands, including Review, Yarra Trail, Marco Polo, Black Pepper, Breakaway, Everlast, Lonsdale and Bluey, which it sells through its own stores and wholesale partners, such as Kmart , Rebel and David Jones. .